An investigation on how fear appeals affects evaluation of new and status quo proposed solutions.

摘要

This thesis uses quantitative and qualitative techniques to explore how fear appeal affects evaluation of new and status quo solutions. Specifically this study explores consumers' perception of proprietary based Genetically Modified (GM) food versus open source GM food under a fear eliciting condition. Previous studies do not make use of a choice between efficacy messages offered in correspondence to the fear appeal. A qualitative approach is also generally absent from many of the fear appeals studies done to date. Results indicate that the inclusion of choice between efficacy messages under the duress of a fear appeal will affect how an individual perceives the efficacy messages. Qualitative results offer insight on why fear appeals are rejected with lack of choice and the role of humor when discussing fear inducing topic matter.