We all go through a spectrum of emotions in our daily lives, some of us more than others. Fear is one such emotion that is pre-programmed into all animals and people as an instinctual response to potential danger.

Potential danger can be something tangible in the environment, or through a source of information.

FEAR BASED INFORMATION is actually referred to as FEAR APPEALS – Fear appeal is a term used in psychology, sociology and marketing. It generally describes a strategy for motivating people to take a particular action, endorse a particular policy, or buy a particular product, by arousing fear.


Because fear sells, and it spreads faster than knowledge, education, fact, or love.

Fear Appeals can be adaptive, maladaptive, and in excess can become crippling.

As for what is fear biologically speaking, when a person experiences fear, certain areas in their brain such as the amygdala and the hypothalamus are immediately activated. Chemicals such as adrenaline and the stress hormone cortisol are released into the blood stream causing certain physical reactions such as –

Rapid heart rate
Increased blood pressure
Tightening of muscles
Sharpened or redirected senses
Dilation of the pupils (to let in more light)
Increased sweating

If you find yourself in a situation where you are being persuaded to take action based on a fear appeal, take a moment … or 10, breathe, pull in your instincts, your intuition, and your common sense, and make your decision based on just that.

If you need to remove yourself from the physical presence of someone piling on a fear appeal, step into another space, breathe, and make your decision based on a clear mind, not a reaction to being scared.

BOTTOM-LINE – Do not purchase information that is intended to scare you into action, there is a reason you are receiving it, and a reason to get you to respond in a certain way.



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