Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior

Tilmann Jäger · Martin Eisend

44 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Media Influence and Health Humor Studies and Applications Behavioral Health and Interventions

Abstract

This study investigates the effectiveness of fear-arousing versus humorous social marketing advertising for recipients who differ in their prior attitude towards the advertised behavior (here: safe driving). The results show that advertisements with humorous elements are more likely to lead to increase behavioral intentions when recipients have a less favorable prior attitude towards the advertised behavior. Fear-arousing spots tend to increase behavioral intentions when recipients have more favorable attitudes towards the advertised behavior. The findings provide some interesting implications for social advertising campaigns.

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References

1992Putting the fear back into fear appeals: The extended parallel process model 2000A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns 2000A Meta‐Analysis of Research on Protection Motivation Theory 2000Prediction and Intervention in Health‐Related Behavior: A Meta‐Analytic Review of Protection Motivation Theory 2002Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads 1978Current issues and research in advertising 1987Advertising and Promotion Management 1980Consumer Behavior and Psychological Reactance

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2018Pathways of Influence in Emotional Appeals: Benefits and Tradeoffs of Using Fear or Humor to Promote Climate Change-Related Intentions and Risk Perceptions 2016Quantitative evaluation of persuasive appeals using comparative meta-analysis 2020Placing products in humorous scenes: its impact on brand perceptions 2019The effects of advertising appeals on consumers’ behavioural intention towards global brands 2021Advertising appeals effectiveness: a systematic literature review

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