A fear appeal seeks to influence attitudes or behavior by presenting a threat and encouraging action. Perceived threat and efficacy are central to prominent models. Efficacy statements can strengthen effects, but their absence does not by itself establish that an appeal will backfire.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.