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

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References

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1984Fear-Arousing Persuasive Messages

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271 cited

2005Promotion Reactance: The Role of Effort‐Reward Congruity267 cited

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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 Perceptions174 cited
2016Quantitative evaluation of persuasive appeals using comparative meta-analysis43 cited
2020Placing products in humorous scenes: its impact on brand perceptions39 cited
2019The effects of advertising appeals on consumers’ behavioural intention towards global brands36 cited
2021Advertising appeals effectiveness: a systematic literature review34 cited
2016Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor33 cited
2021The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand33 cited
2018Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media23 cited
2021Effectiveness of persuasive frames in advocacy videos17 cited