There are many messages that convey important information about potential harm; however, if the message is to have any effect, it should address issues that instill critical amounts of fear and be targeted to those who are the most susceptible to the risk. Fear appeals that recommend one-time behaviors are more effective than appeals that recommend repeated behaviors. We will refer to this as depicted fear to Currently, scholars are considering how emotions in addition to fear influence the effect of fear appeals (e.g., emotional flow) and possible moderators of fear appeal effects. Of note, though the terms fear and anxiety are often used interchangeably in everyday language, they each represent unique affective states with, theoretically, different implications in persuasion contexts. Two decades later, Howard Leventhals work provides helpful summaries of those who came before as well as his own conceptualization of the parallel process model. I believe that most current approaches to anxiety fall short because they are predicated on the medical model, which views anxiety as an illness. Yet fears associated motivation for protection from the threat may still lead to message processing, depending on the audiences expectations regarding the remainder of the message content. This is a critical because if audiences stop paying attention to a fear appeal after the presentation of the threat, they may miss out on the efficacy information that is critical to a fear-based messages success. This relationship could indicate that individuals who are already in an anxious state of mind when presented with a fear appeal may be more accepting of the message than those who come to a message with less anxiety. eCollection 2022. However, this assumes news stories are processed as fear appeals, which is as yet an open question. In an early test of this model, Janis and Feshbach (1953) examined the connection between fear arousal and the persuasiveness of dental-hygiene messages. This paper provides an insight into the use of fear appeals to communicate a public health message. This research suggests that exposure to health news storiesfear-generating ones in particularcan influence audience health behaviors, but that the traditional fear appeal structure does not always translate to the news context. In essence, different types of audiences with different predispositions are likely to respond differently to fear appeals.

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