Scared Yet Compassionate? Exploring the Order Effects of Threat Versus Suffering Messages on Attitude Toward Scary Victims

The order in which individuals receive information about wildlife may influence their attitude toward wildlife differently. We explored order effects of a threat message that induced more fear versus a suffering message that elicited more compassion on attitude toward wildlife. Specifically, we focused on bats, a risk-laden species also suffering massive mortalities due to a disease affecting bat populations across the United States. We randomly assigned 1,506 U.S. adults to one of eight message conditions as part of a 2 (message order: suffering → threat vs. threat → suffering) × 2 (suffering messages) × 2 (threat messages) between-subjects factorial design or a control (no message) condition. We found a significant two-way interaction between message order and biospheric values on attitude toward bats. For people with high biospheric values, reading a suffering message first led to a more positive attitude than reading a threat message first, whereas reading a threat message first led to a more positive attitude than reading a suffering message first for people with low biospheric values. Compassion but not fear mediated these effects. Theoretical and practical implications are provided.