Fear appeals have the potential to be potent persuasive strategies. However, they often backfire. Previous research has focused primarily on the factors leading to fear appeal successes and neglected the factors associated with fear appeal failures. Utilizing a recently developed fear appeal theory, the Extended Parallel Process Model (EPPM), a study was undertaken to explore the cognitive and emotional mechanisms underlying the success and failure of fear appeals in the context of AIDS prevention. The study results offered general support for the EPPM and indicated that (a) the emotion fear is associated with fear control responses and is not directly related to danger control responses, (b) perceptions (or cognitions) about the recommended response are associated with danger control responses and unrelated to fear control responses, and (c) when efficacy beliefs are strong, perceived threat mediates the relationship between the emotion fear and behavior. Overall, it appears that cognitions lead to fear appeal success (i.e., attitude, intention, or behavior changes) via the danger control processes, while the emotion fear leads to fear appeal failure (i.e., defensive avoidance or reactance) via the fear control processes.
