The article Web copy motivators notes fear is a powerful influential factor on and off the Web. But, as Yes!: 50 Scientifically Proven Ways to Be Persuasive
notes, it can also be counter-productive.
Research has demonstrated that fear-arousing communications usually stimulate the audience to take action to reduce the threat. However, Author Robert Cialdini explained, “When the fear producing message describes danger but the audience is not told a clear, specific, effective means of reducing the danger, they may deal with the fear by ‘blocking out’ the message or denying it applies to them.”
As a result, they may be paralyzed into taking no action at all.
