Fear appeals: the influence of threat orientations

Purpose This paper aims to assess the interactive impact of dispositional threat orientation and affirmation (both self-affirmation and self-efficacy) on the effectiveness of fear appeals. Design/methodology/approach A 3 × 2 × 2 × 2 fully crossed, mixed experimental design is used. The study is conducted through an on-line survey platform. Participants are nationally representative in terms of age, gender and geographic location within the USA. Findings Threat orientation impacts individuals’ responses to fear appeals. Control-oriented individuals respond in a more adaptive manner, heightened-sensitivity-oriented individuals are a “mixed-bag” and denial-oriented individuals respond in a more maladaptive manner. Affirmations (both self-affirmation and self-efficacy) interact with threat orientation in some cases to predict response to threat. Research limitations/implications This research used a cross-sectional approach in an on-line environment. A longitudinal study with a stronger self-affirmation intervention and self-efficacy manipulation would offer a stronger test. Practical implications Social marketers should consider whether their primary target market has a general tendency toward a particular threat orientation when considering the use of fear appeals. Social marketers should consider the potential benefits of a self-affirmation intervention. Social implications Individuals’ personality dispositions impact how they respond to fear appeals, which may explain why some seemingly well executed fear appeals are unsuccessful whereas others succeed. Originality/value Little or no research has examined the use of self-affirmation to overcome the challenges posed by dispositional threat orientation. This research gives an early glimpse into how these issues interplay.