Characteristics of the situation in which a fear-arousing communication is received affect the effectiveness of the communication. The influence of situational factors affecting a recipient's interpretation of the arousal induced by communication were investigated with smokers (N=37) who were exposed to a fear-arousing anti-smoking movie. Prior to viewing the movie, subjects were given a placebo pill described as having either arousing, tranquilizing, or no side effects. Following the movie, subjects completed a questionnaire on smoking behavior. Subjects who expected the pill to have arousing side effects reported less intention to reduce smoking than those who expected no side effects. Those who expected tranquilizing side effects reported more intention to reduce smoking than the no side effects group. During the two weeks following the experiment the number of cigarettes smoked decreased in both the tranquilizing and no side effects groups, but not in the arousing side effects group. Although findings about subjects' intentions were consistent with predictions derived from discounting and augmentation principles, behavioral data showed a discounting effect but no augmentation effect. (Author/NRB)