Integrating Message Elaboration Perspectives into Fear Appeal Models

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

Abstract

Recognizing an unexamined assumption of the fear appeal models, this study attempted to incorporate the message elaboration process into fear appeal persuasion dynamics taking functional emotion theories and models or persuasion as theoretical bases. Results from an experimental study (N = 230) suggested that cognitive message elaboration mediates fear appeal persuasion process. In addition, response efficacy positively moderated the persuasion process. Implications for health communication are discussed.

Authors

• HANYOUNG KIM, U of Georgia

• Jeong Yeob Han, U of Georgia

• Youngji Seo, The University of Georgia