FEAR APPEALS AS ADVERTISING STRATEGY: SHOULD THEY BE USED?
Michael S. LaTour
(Currently Assistant Professor of Marketing at Old Dominion University. He graduated in 1986 from the University of Mississippi with a Ph.D. in Business Administration.)
Shaker A. Zahra
(Associate Professor of Strategic Management at George Mason University in Virginia.)
2778
Abstract
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.
Citation
LaTour, M.S. and Zahra, S.A. (1988), "FEAR APPEALS AS ADVERTISING STRATEGY: SHOULD THEY BE USED?", Journal of Services Marketing, Vol. 2 No. 4, pp. 5-14. https://doi.org/10.1108/eb024737
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited