Shock Tactics and the Myth of the Inverted U

Discusses the use of "fear appeals" or fear-arousing communications as agents of mass change in attitudes and behavior. Studies using videotapes about smoking and seat belt use have shown that the amount of fear aroused is positively related to the strength of behavioral intentions to perform the recommended action, which in turn is related to subsequent self-reports of behavior. These findings contrast sharply with theories that postulate an inverted U-shaped relationship between fear and attitude change.