This exploratory study proposes and tests a theoretical model that analyzes threat appeals in regard to their effectiveness for high‐anxiety students, one of the major target groups for counseling services. In particular, affective and cognitive responses to a threat appeal advertisement and their effects on attitude toward the advertisement and behavior are examined. The results suggest that a strong threat appeal is not effective for counseling services but that positive emotions toward the advertisement and cognitive involvement have a positive impact on advertising outcomes. The study contributes further to knowledge of threat appeal effectiveness, targeting “anxious” audiences.