The Optimal Level of Fear-Arousal in Advertising: An Empirical Study

Abstract

In a before-after, one-way laboratory experiment, five levels of fear-arousal were manipulated and their impact on generic product intention was measured. High fear-arousing ads can be very persuasive, and data generally reflect a positive linear relationship between fear and persuasion. However, the high fear-arousing ad which utilized personalization with a “death of a loved one” theme was very ineffective. No evidence was found for a curvilinear relationship between fear and persuasion. Resistance theory was also not supported by the data.

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