Researchers have found a negative relationship between the intensity of fear appeals and their ability to persuade, meaning that strong fear appeals tend to be less effective than mild fear appeals.

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Studies have shown that moderate fear appeals are more effective in persuasion than strong fear appeals, as strong fear appeals can lead to avoidance behavior and mental numbing. Mild fear appeals, on the other hand, may not be persuasive enough. Therefore, a moderate amount of fear is necessary for fear appeals to be effective in persuasion.

Researchers Have Found a Negative Relationship Between the Intensity of Fear