Horror would just give me a die upgrade any time I was engaging in something, well, horrifying. I'll work out the details with my prospective GM.
Also, jeez, thade, have you never played Dragon Age? If you're doing it with a stick, it's INTIMIDATION, not Coercion. Just because the word "coerce" has a negative connotation doesn't mean it always applies to negative actions, in fact it usually doesn't.