Fear Appeals: Segmentation is the Way to Go

Social Marketing: An Approach to Planned Social Change

Philip Kotler, Gerald Zaltman · Journal of Marketing · 1971 · 1.8K citations

Social Causes, Advertising, Social Ideas +9

Effects of fear and specificity of recommendation upon attitudes and behavior.

Howard Leventhal, Robert Singer, Susan Jones · Journal of Personality and Social Psychology · 1965 · 611 citations

Behavioral Sciences, Behavioral Decision Making, Social Behavior +13

Sources of resistance to fear-arousing communications on smoking and lung cancer1

Howard Leventhal, Jean Carew Watts · Journal of Personality · 1966 · 213 citations

Tobacco Control, Risk Communication, Lung Cancer1 +12

Fear: The Potential of an Appeal Neglected by Marketing

Michael L. Ray, William L. Wilkie · Journal of Marketing · 1970 · 164 citations

Advertising, Digital Marketing, Interactive Marketing +15

Fear Appeals: Revisited and Revised

Brian Sternthal, C. Samuel Craig · Journal of Consumer Research · 1974 · 158 citations

Risk Communication, Behavioral Sciences, Consumer Science +10