The effectiveness of fear appeals as a measure of persuasion in the acceptance of pesticide protective garments

The purpose of this study was to test the effectiveness of fear appeals as a measure of persuasion in the acceptance of pesticide protective garments. It was hypothesized that a fear appeal would raise the level of anxiety within the pesticide applicators to such a level that they would accept the use of protective garments as an alternative to potential physical injury from pesticide poisoning. It was further hypothesized that a high fear appeal would be more effective than a low fear appeal.

A questionnaire was sent to pesticide applicators in Michigan and Tennessee to determine attitude and behavior regarding pesticide use. A fear appeal strategy with three levels of fear was then administered by mail to those responding to the first questionnaire. A second questionnaire was then sent to determine if there was a change in attitude toward or increased use of protective clothing.

A split-plot-in-time design was used to analyze the collected data. A least squares analysis of variance was performed to determine significant variable effects. The independent variables of time, state and appeal were examined for each of four dependent variables: Perception of Hazard, Benefits of Protective Clothing, Intentions for Future Use, and Reported Behavior. Results indicated that the appeal was significant in change for all dependent variables except Reported Behavior. However, there was no significant difference for the high versus the low fear appeal.

The degree of Prior Knowledge of pesticides was examined as a potential modifier of the effectiveness of the fear appeal. Prior Knowledge though high was related to only Perception of Hazard. Demographic characteristics were viewed as another possible source of modification as was the use of other media as sources of pesticide information during the testing period.