Theories of fear appeals suggest that fear-inducing messages can be effective, but public service announcements (PSAs) that emphasize fear do not always lead to desired change in behavior. To better understand how fear-inducing PSAs are processed, an experiment testing the effects of exposure to safe-driving messages is reported. College students (N = 108) viewed PSAs of varying message sensation value (MSV). Results indicated that messages with medium MSV resulted in intentions to drive more slowly than messages with low or high MSV. Measures of affective attitudes indicated that medium MSV messages resulted in fast driving being rated as less fun and exciting than those of either high or low MSV. These affective evaluations mediated the effect of message exposure on driving intention. Message derogation was not related to message intensity. Production of message-related thoughts decreased, and emotional thoughts increased with message intensity. This decrease in processing of message content suggested a limited capacity explanation for the effect of highly intense fear appeals.