Fear Appeals, Individual Differences, and Environmental Concern

Abstract

In this study, the authors examined the effect of a brief but intense antipollution message on verbal commitment (stated willingness to act) and on three forms of immediate behavioral commitment (donating money, donating time, and signing a petition). Exposure to the antipollution message produced significantly more verbal commitment and financial donations but not more time donations than did exposure to a control message. Nearly every participant signed the petition. To determine whether environmental fear appeals should be targeted at specific audiences, the authors computed correlations between seven individual difference variables and environmental concern. None of the individual difference variables were significantly related to financial or time donations. However, political orientation was significantly correlated with verbal commitment.