Before Deciding to Use a Fear-Appeal Message Strategy, an Advertiser

Before deciding to use a fear-appeal message strategy, an advertiser should consider the level of fear to use in the message because:

A) defensive reactions such as tuning out a message or perceiving it selectively may occur if the level of fear is low
B) a low to medium level of fear can attract attention and interest and may motivate the receiver to act to resolve the threat
C) the message recipient may be motivated to act to resolve the threat if the level of fear is quite low
D) fear appeals have only inhibiting effects on consumer behaviour