Prior Knowledge’s Differential Effects on Fear Appeal Outcomes

• In Event: New Research on Fear Appeals in Health Contexts

Abstract

This study examines the effect of prior knowledge on young adults’ processing of fear appeal messages and their behavioral intentions related to electronic cigarettes use. Our findings illustrate the importance of distinguishing between subjective knowledge and objective knowledge. While the latter has desirable impact on formulating intentions among young adults to resist e-cigarette use by contributing to negative attitude and perceived severity, the former seems to activate defensive motivation among people who have used e-cigarettes before and lead them to engage in fear-control mode after being exposed to fear-appeal messages. These results offer important theoretical implications for research related to the EPPM. In terms of practical implications, our findings suggest that health communication efforts that target young adults who currently use e-cigarettes should focus on making a case that having experience with the product does not equate to actual knowledge about the risks involved.

Authors

• Katy Annette Underwood, SUNY - Buffalo

• Janet Zheng Yang, State U of New York - Buffalo