Negative messages evoking fear and guilt are a far more effective deterrent to potentially harmful behavior than positive messages, finds a U.S. study.
A negative message -- evoking both fear and guilt -- is more effective in heading off potentially harmful behavior than positive hopeful or feel-good messages, said researchers Kirsten A. Passyn of Salisbury University and Mita Sujan of Tulane University.
"Making people feel good is less important than making people feel accountable when it comes to making wise decisions about self-protection," said Passyn and Sujan.
Whether the message involves persuading people to use sunscreen or eat high fiber foods, good intentions can be elicited by a variety of appeals, says Passyn.
However, getting people to follow through on these intentions and change their behavior requires appeals combining fear and an emotion high in self-accountability, such as regret, guilt or challenge.
The findings are published in the March issue of the Journal of Consumer Research.
© Copyright 2006 by United Press International
