The Impact of Fear and Rational Appeal Scam Techniques on Individual Susceptibility

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Siti Nurdiana Abu Bakar
Nur Haryani Zakaria


Scams remain among top cybercrime incidents happening around the world. Individuals with high susceptibility to persuasion are considered as risk-takers and prone to be scam victims. Unfortunately, limited number of research is done to investigate the relationship between appeal techniques and individuals' personality thus hindering a proper and effective campaigns that could help to raise awareness against scam. In this study, the impact of fear and rational appeal were examined as well as to identify suitable approach for individuals with high susceptibility to persuasion. To evaluate the approach, pretest and posttest surveys with 3 separate controlled laboratory experiments were conducted. This study found that rational appeal treatment has a significantly stronger impact than the fear appeal. This result is a starting point in suggesting that rational appeal is a promising means in persuading individuals with high susceptibility to persuasion.


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Bakar SNA, Zakaria NH. The Impact of Fear and Rational Appeal Scam Techniques on Individual Susceptibility. Baghdad Sci.J [Internet]. 2021Jun.20 [cited 2021Aug.3];18(2(Suppl.):0871. Available from:


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