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David Meerman Scott at webinknow.com suggests that people respond to negative headlines in this thought-provoking white paper (PDF).

While the ‘negative’ technique most certainly works, it should be used sparingly. Only one negative link is appropriate on a site. And don’t forget — there must be something compelling and interesting to read once people click! Don’t promise something interesting with a negative headline and then fail to deliver.

He also mentions how, and we concur, that the web is so fluid, you can test and try different techniques - nothing ventured, nothing gained!