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Marketing and the Use of Fear- or Anxiety-arousing Appeals
38
Citations
0
References
1971
Year
Customer SatisfactionAdvertisingConsumer StudyFear AppealsExperimental TestConsumer ResearchMarketing CommunicationBusinessManagementConsumer BehaviorAdvertising EffectivenessAuthor ReportsConsumer AppealMarketingBuying BehaviorAnxiety-arousing Appeals
Are anxiety-arousing advertising messages more effective with nonowners of a product than with owners? The author reports on an experimental test of this hypothesis.