Fear appeals are now widely used not only to sell merchandise but to promote issues like health, security, financial safety and other things. LaTour, Snipes and Bliss noted that: “In using fear appeals, some negative behavior is usually associated with a negative effect, like smoking and lung cancer, or a positive behavior, unpracticed, is associated with a negative effect, like brushing teeth and cavities” (1996, cited in Mayfield, 2006).
Over the years, several theories have been developed that thought to have influenced the swaying effect of fear appeals. One of these theories is the Protection Motivation Theory (PMT) which suggests ...
