The Perceived Ethicality and Efficacy of Fear Appeals: The Use of Graphic Warning Labels in Thailand

Abstract

Despite the noted persuasive effects of fear appeals in public health campaigns, there are criticisms of the ethicality of such appeals because they may create unnecessary concerns among audiences. This study examines the perceived ethicality of strong and mild fear appeals and their effect on attitude toward the package, attitude toward the product, and intention to change behavior in the context of an antismoking campaign launched in Thailand. A between-subjects experimental design involving 205 Thai smokers was implemented to measure the effects of "strong" and "mild" graphic warning labels (GWL). Results indicate that the "strong" fear appeal is considered unethical, yet, effective in creating unfavorable attitudes toward the cigarette package and toward cigarettes. Interestingly, although the strong fear appeal prompted the highest intention to quit smoking, as compared to that stimulated by the mild fear appeal, intention to quit smoking is at a low absolute level.