Fear is a bad counsellor
Dr Gjalt-Jorn Peters, Open University, Netherlands
Fear appeals are a commonly used strategy to change behaviour. For instance the threatening and graphic fear-arousing communications now ever-present on tobacco packaging, and in campaigns to promote seatbelt use and discourage substance use. Despite the popularity and widespread use of these fear-arousing methods, research suggests that they may not be the best way to change behaviour, or to raise awareness or educate people.
How is this possible? Shouldn’t people be scared of things that could harm their health? Surely no one who knows the risks would smoke, drive without a seatbelt, or use methamphetamine, right? Not quite…