Fear: The Potential of an Appeal Neglected by Marketing

Abstract

Considerable social psychology and communications research show that intelligent use of fear messages can have favorable effects on attitude change and action. Yet the unique persuasive possibilities offered by the fear appeal have been neglected by marketing. This is in sharp contrast to the creative pursuit of positive advertising appeals. This article presents a marketing-oriented discussion and summary of research on the fear appeal.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 196 citations exist upstream.