Dare Not Dare Consumers to Excess

For a fear appeal to move consumers into action, the consumers must believe what’s being warned against has at least a fair possibility of happening to them and that the consequences would be noticeably unpleasant. Then beyond the susceptibility and the severity, consumers must be convinced that what is being suggested to eliminate the fear will be effective and that they are themselves capable of carrying out what you’re suggesting.
     With all those hurdles to jump, each of them long recognized by consumer behavior researchers and insightful retailers, it’s no surprise fear appeals often don’t work as planned. A set of studies at University of Adelaide and Monash University provides evidence of another spoiler in the mix: Some people treat warnings of dire consequences as a dare. The more strongly you portray the susceptibility or severity, the greater the probability the target of your persuasion will see it as a challenge.
     This feeling of challenge then can move the recipients in one of two directions. For some, they’ll dare themselves to prove you right and so do what you recommend. Others will dare themselves to prove you wrong and so continue doing what you’ve warned them not to do. The researchers find this second response is more likely to occur with males than with females. It’s especially likely to occur among young males, who through genetic predisposition and cultural expectations are attracted to risks and show an optimism bias.
     The Adelaide/Monash researchers discuss this happening with problem gambling, tobacco smoking, and speeding on roads. They advise counselors to avoid daring male clients to change. But the advice to avoid overselling applies broadly to areas where receptivity to persuasion can be enhanced through fear. Raise enough fear of a real danger to win the customer’s attention and motivate action, but only to the degree that you are offering a way to substantially reduce the risk.
     Researchers at Auburn University find that if the fear becomes too intense or the audience doesn’t see a way out, they get defensive and start thinking about why they don’t need the item you’re wanting to sell them. Or if they do end up completing the purchase, chances are they’ll associate negative feelings with your store, making it less likely they’ll come back again. This might be truer of males than females on average. Still, remember there are broad differences within consumers of each gender.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

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