AbstractThe effects of reward‐oriented (pleasure) and punishment‐oriented (fear) appeals were examined in conjunction with initial credibility on attitude change and terminal credibility. Ss were exposed to either a reward‐oriented or a punishment‐oriented message by either a high‐credible or low‐credible source. Reward and punishment appeals did not differentially affect either attitude change or perceived credibility. Both types of appeals produced substantial attitude change when presented by a high‐credible source, neither produced significant change when presented by a low‐