Coping with the Energy Crisis: Effects of Fear Appeals upon Attitudes toward Energy Consumption

One neglected strategy for coping with an impending energy crisis has been experimental investigations of methods to persuade consumers to use less energy. A 2 * 2 factorial experiment examined the persuasive effect of 2 communication variables that are confounded frequently in a fear appeal and are also constructs in valence-instrumentality-expectancy theory: (a) the magnitude of noxiousness of a threatened event and (b) the probability of its occurrence. Ss were 60 undergraduates. Results disclose that, although increases in the perceived likelihood of an energy shortage had no effect, increments in the perceived noxiousness or severity of a energy crisis strengthened intentions to reduce energy consumption.