Accentuate the negative
Why fear appeals?
Why accentuate the negative?
Better sorry than safe? Arousing fear can be more effective than promising rewards at moving people to act.
How to write fear appeals
Avoid losing readers in these hot spots
They can’t heeear you! Arousing fear can backfire if you don’t offer a simple way to reduce risk. This four-part model overcomes that obstacle to move readers to act.
More on fear appeals
What writers & others say
“You can’t underestimate the power of fear.” — Patricia Nixon, former American first lady