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The main argument for using a fear-appeal message is that fear appeal is designed to stimulate anxiety in the audience, with the expectation the audience members will attempt to reduce this anxiety by adopting a specified course of action as suggested in the communication. Among adolescents, negative effect of fear-appeal, which is called "boomerang" effect, has been reported. The present study focused on this "boomerang" effect among young adults. Also, this study tried to test the moderating effect of the level of smoking on this boomerang effect.

Effects of Anti-Smoking Advertisements on Young People: Role of Gender and Level of Smoking