There is frequently an intimate relationship between taxonomy on the one hand and theory on the other. Ambiguity in the former may facilitate a corresponding vagueness in the latter. Since it has been argued that fear appeals are composite packages of confounding variables, it would be advantageous to limit the relevant stimulus variables subsumed under the label "fear appeal." Hovland et al. 's (29) analysis and expectancy-value theories suggest there are three crucial stimulus variables in a fear appeal:(a) the magnitude of noxiousness of a depicted event; (b) the conditional probability that the event will occur provided that no adaptive behavior is performed or there is no modification of an existing behavioral disposition;and (c) the availability and effectiveness of a coping response that might reduce or eliminate the noxious stimulus.
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