Spot it
Fear appeals
Also called scare tactics
A vivid threat grabs your attention and pushes you to act before you weigh the evidence.
Fear is useful: it makes us notice danger. Messages that raise fear do change attitudes and behaviour on average, especially when they also tell you exactly what to do. That works whether the threat is real, exaggerated or invented, which is why health campaigns, insurers, scammers, wellness brands and rival brands use it. The test isn't whether a message is scary but whether the threat is likely and the evidence is shown.
What the research says
Well supported
- Tannenbaum et al. (2015). Psychological Bulletin 141(6), 1178–1204Meta-analysis: fear appeals work on average, but effect sizes vary widely by topic and message.
Well supported
- Witte & Allen (2000). Health Education & Behavior 27(5), 591–615Fear works best when paired with a clear, doable action; high fear with no action can backfire into avoidance.
Where you'll see it
- Insurance and security ads
- 'Your device is infected' pop-ups
- Health scare headlines
- 'If you switch, it's gone' texts from rival brands
Your defence
Name the fear, then ask: how likely, according to whom, and what's the evidence?