Examining the influence of trait anxiety/repression‐sensitization on individuals’ reactions to fear appeals

While fear appeals have the potential to be effective persuasive strategies, individual difference variables often affect the outcomes of these appeals. The present work extends Witte's Extended Parallel Process Model (EPPM) (1992a) by addressing how individual differences influence reactions to fear appeals. Specifically, we explore the influence of trait anxiety/repression‐sensitization on the impact of persuasive fear appeals promoting condom usage to prevent AIDS. First, the lack of isomorphism between conceptual and operational definitions of trait anxiety/repression‐sensitization is identified. Second, two models are proposed to test the influence of trait anxiety/repression‐sensitization on reactions to fear appeals (both moderational and mediational models). The results indicate that one's inherent level of anxiety influences how one perceives both the threat and the efficacy of recommended responses. However, trait anxiety/repression‐sensitization appears to have no influence—either directly, indirectly, or interactively—on attitudes, intentions, behaviors, perceived manipulation, or message derogation. The exception is defensive avoidance, which appears to be directly related to one's characteristic level of anxiety.