Threat Specificity in Fear Appeals and the Role of Perceived Assimilation to Threat

Fear appeals intend to scare people into adopting compliant behaviors. Research suggests that fear appeals are not always effective at changing behavior, despite being framed as severe and probable. We identify threat specificity as an important determinant of fear appeal effectiveness, and perceived assimilation to threat as the underlying mechanism.


Kamila Sobol and Marilyn Giroux (2021) ,"Threat Specificity in Fear Appeals and the Role of Perceived Assimilation to Threat", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 439-440.


Kamila Sobol, Concordia University
Marilyn Giroux, Auckland University of Technology


NA - Advances in Consumer Research Volume 49 | 2021

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