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Effective and ineffective use of fear in health promotion campaigns

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  • Job, R.F.S.

Abstract

Health promotion campaigns are typically designed to elicit fear, yet the use of fear is often ineffective in achieving the desired behavior change. Campaigns which attempt to use fear as part of a punishment procedure are unlikely to succeed. Consistent with established principles of learning, fear is most likely to be effective if the campaign allows for the desired behavior to be reinforced by a reduction in the level of fear. This entails five requirements: 1) fear onset should occur before the desired behavior is offered; 2) the events upon which the fear is based should appear to be likely; 3) a specific desired behavior should be offered as part of the campaign; 4) the level of fear elicited should only be such that the desired behavior offered is sufficient to substantially reduce the fear; 5) fear offset should occur as a reinforcer for the desired behavior, confirming its effectiveness. Under some circumstances it may be difficult to ensure that these requirements are met. In general, a positive reinforcement approach may prove to be more effective than the use of fear.

Suggested Citation

  • Job, R.F.S., 1988. "Effective and ineffective use of fear in health promotion campaigns," American Journal of Public Health, American Public Health Association, vol. 78(2), pages 163-167.
    • Handle: RePEc:aph:ajpbhl:1988:78:2:163-167_6
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    Cited by:

    1. Ryoko Sato & Yoshito Takasaki, 2019. "Psychic vs. Economic Barriers to Vaccine Take-Up: Evidence from a Field Experiment in Nigeria," The World Bank Economic Review, World Bank, vol. 33(3), pages 622-642.
    2. Christian Bünnings, 2017. "Does new health information affect health behaviour? The effect of health events on smoking cessation," Applied Economics, Taylor & Francis Journals, vol. 49(10), pages 987-1000, February.
    3. Christian Bünnings, 2013. "Does New Health Information Affect Health Behavior? The Effect of Health Events on Smoking Cessation," Ruhr Economic Papers 0459, Rheinisch-Westfälisches Institut für Wirtschaftsforschung, Ruhr-Universität Bochum, Universität Dortmund, Universität Duisburg-Essen.
    4. Pablo Farías, 2020. "The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile," IJERPH, MDPI, vol. 17(23), pages 1-15, December.
    5. Moneeba Iftikhar & Tahir Mahmood & Afya Asad, 2019. "The Use of Advertising Appeals and Women Delineation in Breast Cancer Related Web Advertisements: A Semiotic Analysis of Western and Eastern Advertising," Global Regional Review, Humanity Only, vol. 4(1), pages 480-497, March.
    6. Paweł Koczkodaj & Magdalena Cedzyńska & Irena Przepiórka & Krzysztof Przewoźniak & Elwira Gliwska & Agata Ciuba & Joanna Didkowska & Marta Mańczuk, 2022. "The COVID-19 Pandemic and Smoking Cessation—A Real-Time Data Analysis from the Polish National Quitline," IJERPH, MDPI, vol. 19(4), pages 1-13, February.
    7. Rachel N Carey & Daragh T McDermott & Kiran M Sarma, 2013. "The Impact of Threat Appeals on Fear Arousal and Driver Behavior: A Meta-Analysis of Experimental Research 1990–2011," PLOS ONE, Public Library of Science, vol. 8(5), pages 1-8, May.
    8. repec:zbw:rwirep:0459 is not listed on IDEAS

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