I was recently asked to review a poster campaign on data and risk protection which showed a snake as a visual! The message was ‘beware of consequences if you leak out confidential data!’. While showing the slithery creature had its own merits, using fear without balance and a solution did not have the desired effect. The poster only got poor reviews. According to Dr. T J Larkin and Sandar Larkin (www.larkin.biz), using fear appeal works if there is a proposed option for the employee to follow after you provide the physiological arousal. Cigarette, AIDS prevention advertisements all follow this route.
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Look Up My Research Paper On Internal Communication | SCMS Journal of Indian Management | July-Sept 2017
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