The Role of Vivid Information in Fear Appeals and Attitude Change

Investigated the persuasive impact of 3 types of vivid information frequently used in fear appeals (emotional interest, concreteness, and proximity), using 80 undergraduates who drank beer, wine, or liquor on a regular basis. It was predicted that vivid information would be more persuasive than pallid information. Ss read persuasive communications that described the danger of becoming a problem drinker. Limiting the use of alcohol was recommended in all conditions. Embedded in communications were manipulations of the 3 types of information. 48 hrs later Ss completed a delayed posttest. Results show that emotionally interesting information was highly effective in changing intentions to seek protection from the depicted health threat. The impact of information of high emotional interest and greater temporal and spatial proximity was enhanced with the passage of time, but information of low emotional interest and proximity diminished over time. Additional findings indicate that concrete, specific information was memorable and affected beliefs. Data do not support the hypothesis that memorial availability mediated the effects of vivid information.