This study aimed to research attitudes towards the credibility of fear appeals in government and healthcare communication campaigns. The importance of credibility to fear appeals can be seen as the deciding factor as to whether the appeal is a success or failure. It was necessary for this study to narrow the focus of the research to consider a single fear appeal area – drink driving. A significant factor inhibiting the effectiveness of drinking and driving campaigns is identified by Snipes, LaTour, and Bliss, (1999) to be the feeling by their audience that they are indestructible, or a ‘it won’t happen to me’ mentality. Therefore it is important to focus on the issue of credibility and question the extent to which negative contentions, regarding the effectiveness of fear appeals are as a result of credibility issues. Snipes et al, (1999) argue that there is a gap in the area of source credibility with specific regards to fear appeals, which needs to be tackled. It is anticipated that this study will address the problem faced by public relation practitioners and campaign planners in understanding the relationship that exists between credibility of the message and adoption of message recommendations. Through understanding this relationship it is anticipated that the design of more credible and plausible campaigns will be possible, and that a successful measuring instrument to assess message credibility can be developed to enhance prior and post campaign evaluation by public relations practitioners and other campaign designers. (Author/publisher)
Abstract