Attitude change increases as a function of fear up to a medium level of arousal; after that it declines again due to a lack of attention and/or the disruptive effect of intense emotion. This typifies the:

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This description matches the inverted U-curve theory, which suggests that a moderate level of emotional arousal (such as fear) is most effective for changing attitudes. Too little arousal doesn't capture attention or motivate change, while too much can overwhelm and lead to avoidance or rejection of the message.

Attitude Change Increases as a Function of Fear Up to a Medium