Persistence of Influence for Varying Durations of Exposure to Threat Stimuli

This study investigated the effect of two variables: (1) duration of exposure to a fear-arousing communication and (2) time interval between exposure to the communication and measurement, upon emotional arousal and attitude change. The study used four durations (8, 16, 24, 32 min.) of technicolor sound movies depicting the consequences of serious automotive accidents. Questionnaires measuring affect arousal and desire to engage in safe driving practices were administered immediately, 1 to 2 hr., 1 day, and 1 wk. after exposure. A total of 201 college students were recruited and paid for participating. The results showed increased concern and worry over driving and increased desire to take preventive action the longer the duration of exposure. There were no increases in reported fear with increased duration. In addition, there were decreases in reported emotional arousal, concern over driving, and desire to engage in safe driving practices the longer the interval between exposure to the communications and measurement. The results are discussed in terms of fear-arousal functioning as a drive to promote the acceptance of preventive recommendations.