Biology of Business

Concept · Cognitive Bias: Informal fallacies of relevance

Appeal to fear (argumentum ad metum/ad baculum)

Origin: Traditional Latin rhetoric

By Alex Denne

Biological Parallel

Gazelles execute 'stotting'—high jumps that signal fitness to predators—but flee immediately when lions approach tall grass (ambush points). Fear responses evolved to be hair-trigger because false negatives (ignoring real danger) were fatal, while false positives (fleeing phantoms) merely wasted energy. This asymmetry makes fear-based persuasion disproportionately powerful: our threat-detection systems accept weak evidence and bypass critical analysis because, evolutionarily, paranoia was cheaper than corpses.