THE PSYCHOLOGY BEHIND FEAR-BASED MESSAGING IN CAMPAIGNS
https://doi.org/10.5281/zenodo.19666049
Kalit so‘zlar
fear appeal, psychological influence, risk perception, emotional arousal, behavior modificationAnnotasiya
Fear-based messaging represents one of the most influential and controversial strategies in modern communication campaigns, as it deliberately activates deep-seated emotional responses in order to shape public attitudes and behaviors, particularly in areas such as public health, political discourse, and social marketing. This article provides a comprehensive analysis of the psychological foundations underlying fear appeals, focusing on mechanisms such as emotional arousal, cognitive risk appraisal, and motivational processes that guide behavioral change, while also critically evaluating both the effectiveness and ethical implications associated with the use of fear as a persuasive tool.
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