Effects of fear appeal format and consumer personality on ad processing and persuasion: A preliminary analysis

This paper investigates how communication format and consumer personality impact processing and persuasion within a fear appeal context. By altering the sequence of threats and recommendations contained within a fear appeal, two format conditions were created: a balanced format (a repeating sequence of a single threat followed by a single recommendation) and a traditional format (multiple threats followed by multiple recommendations). Using the repression-sensitization scale, subjects were classified as either sensitizers (those who cope by extensive thought) or repressors (those who cope by avoidance or denial). Under a balanced format condition, sensitizers produced more support arguments and fewer counterarguments and reported greater behavioral intentions to comply with message recommendations.