Go No Farther: “Fear-based” messaging dissuades people from cave diving

Fear appeals, or fear-based messaging, use scare tactics to motivate change. In the underwater caves of North America, posted signs warn scuba divers to “stop” or “go no farther,” often featuring grim facts and even graphic images of the grim reaper. Do such signs work? And if so, why? Across two studies (Study 1 n = 658; Study 2 n = 508) featuring real warning signs in common use in Mexico and Florida, we found that signs employing the strongest scare tactics were most effective, but not because they aroused fear. Instead, we found such signs reduced viewers’ positive feelings about cave diving, resulting in less excitement, awe, and curiosity. This in turn led to less interest in entering dangerous caves without proper training or equipment. “Scare tactics” may work, but not always for the reasons we expect.