negative motivation and leadership

from http://www.liebertonline.com/doi/abs/10.1089/bsp.2008.0008

"...refusal rates [of the anthrax vaccine] were related to perception of the threat [of exposure]."

Nothing new there, but this next part (the conclusion, with added emphasis) is particularly interesting:

"The findings provide evidence that for some people, the policy to increase confidence in the anthrax vaccination program may have led to a decrease in levels of trust."

So - what are campaign promoters going to retain from this? Don't focus on the program - instead, distract them with fear! One small step for marketers, another giant leap backward for mankind (it was bad enough when certain political parties were already doing this).