Images as anti-smoking fear appeals. The effect of emotion on the persuasion process

Abstract

The research questions in this study were: Is a fear appeal more effective in persuading a target group when it capitalizes on fears that live within that target group, and what role do emotions play in the persuasion process? In an experiment, the effects of capitalizing on fears within a target group of teenagers are studied. Furthermore, the role of smoking behavior on the persuasive power of fear appeals is taken into account. The results indicate that capitalizing on genuine fears did not result in more effective fear appeals. Emotions, however, play an important role in the persuasion process.