The present study tested the hypothesis that the relationship between fear arousal and persuasion is a curvilinear one. High-, moderate-, and low-fear messages were presented to over 900 students in 6 public schools. In addition to paper-and-pencil measures, a behavioral measure of toothbrushing was used. In general, the results did not support the curvilinear hypothesis but did tend to support studies showing a positive relationship between levels of fear and attitude change but not with respect to behavioral change. Problems dealing with the curvilinear model are discussed.
References
1.
EvansR. I.RozelleR. M.LasaterT. M.DembroskiT. M.AllenB. P.Fear arousal, persuasion, and actual versus implied behavioral change: New perspective utilizing a real-life dental hygiene program. Journal of Personality and Social Psychology, 1970, 16, 220–227.
2.
HigbeeK. L.Fifteen years of fear arousal: Research on threat appeals: 1953–1968. Psychological Bulletin, 1969, 72, 426–444.
3.
JanisI. L.Effects of fear arousal on attitude: Recent developments in theory and experimental research. In BerkowitzL. (Ed.), Advances in experimental social psychology. Vol. 3. New York: Academic Press, 1967. Pp. 167–222.
4.
LeventhalH.Findings and theory in the study of fear communications. In BerkowitzL. (Ed.), Advances in experimental social psychology. Vol. 5. New York: Academic Press, 1970. Pp. 119–186.
5.
LeventhalH.SingerR. P.JonesS.The effects of fear and specificity of recommendation. Journal of Personality and Social Psychology, 1965, 2, 20–29.
6.
McGuireW. J.Personality and attitude change: An information-processing theory. In GreenwaldA. G.BrockT. C.OstromT. M. (Eds.), Psychological foundations of attitudes. New York: Academic Press, 1968. Pp. 171–196.
7.
PodshadleyA. G.HaleyJ. V.A method for evaluating oral hygiene performance. Public Health Reports, 1968, 83, 259–263.
8.
RamirezA.LasaterT. M.BethartH.McNealD. R.The patient hygiene performance method as an indication of behavioral change following persuasive communications; a study of validity. Journal of Public Health Dentistry, 1971, 31, 188–190.
9.
WinerB. J.Statistical principles in experimental design. New York: McGraw-Hill, 1962.
