If you are using fear to persuade someone, research suggests that it is best when the message evokes a moderate level of fear. If you are presented with the task of trying to persuade someone to a discrepant viewpoint, you are generally better off if you present your message with a degree of discrepancy.

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Research indicates that a moderate level of fear is most effective in persuasion, as it is enough to capture attention and motivate change without causing excessive anxiety or disbelief.

If You Are Using Fear to Persuade Someone, Research Suggests