Reconsidering the Effectiveness of Fear Appeals: An Experimental Study of Interactive Fear Messaging to Promote Positive Actions on Climate Change.

Publisher: Taylor & Francis Country of Publication: United States NLM ID: 9604100 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1087-0415 (Electronic) Linking ISSN: 10810730 NLM ISO Abbreviation: J Health Commun Subsets: MEDLINE

Publication: Apr./June 1998- : Philadelphia : Taylor & Francis
Original Publication: Washington, DC : Taylor & Francis, c1996-

Climate Change* ; Fear* ; Persuasive Communication* ; Social Media*/statistics & numerical data ; Health Communication*/methods ; Intention*; Humans ; Male ; Female ; China ; Young Adult ; Adult ; Health Promotion/methods

Masspersonal communication has emerged as a compelling alternative persuasive approach in response to the widespread use of social media. It is crucial to comprehend how observing online interpersonal interactions regarding the fear appeal of climate change can foster pro-environmental behaviors among users. This study examines the effects of vicarious message interactivity in promoting actions against climate change and the underlying mechanisms behind this effect. The results of an online experiment conducted in China ( N  = 236) revealed that psychological reactance and message elaboration mediated the effects of vicarious message interactivity on behavioral intention in a serial indirect effect. In comparison to static fear appeal, interactive fear appeal proves effective in reducing psychological reactance, promoting message elaboration, and ultimately increasing intention to take actions against climate change. Our findings not only contribute to the literature on interactive communication but also provide insights for environmental-health campaigns on social media.

Date Created: 20240605 Date Completed: 20240617 Latest Revision: 20240617

20240617

10.1080/10810730.2024.2360025

38836440