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FEAR APPEALS AS ADVERTISING STRATEGY: SHOULD THEY BE USED?
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Citations
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References
1988
Year
AdvertisingConsumer EngagementInteractive MarketingFear AppealsManagementConsumer ResearchSocial MarketingMarketing CommunicationFear ArousalConsumer BehaviorCommunicationConsumer AppealFear Communication ProcessMarketingPersuasionEmotion
Review of various models of the fear communication process and research on the effectiveness of fear appeals indicates that fear arousal is a complex, individually unique emotion. Inconsistent results concerning the impact of fear appeals in consumer behavior are noted. Issues arising from employing fear appeals in advertising are outlined and practical guidelines for their use are presented.