Fear appeals motivate acceptance of action recommendations: evidence for a positive bias in the processing of persuasive messages.

Three experiments are reported that tested the hypothesis that the use of fear appeals in health persuasion may lead to positively biased systematic processing of a subsequent action recommendation aimed at reducing the health threat and, consequently, to more persuasion, regardless of the quality of the arguments in the recommendation. The levels of participants' vulnerability to as well as the severity of a health risk were varied independently, followed by a manipulation of the quality of the arguments in the subsequent action recommendation. The dependent variables included measures of persuasion (attitude, intention, and action), negative affect, and cognitive responses. The results show that participants who felt vulnerable to the health threat were more persuaded, experienced more negative emotions, and had more favorable cognitive responses. Both negative emotions concerning one's vulnerability and positive thoughts concerning the recommendation mediated the effects of vulnerability on persuasion.