Fear appeals as advertising strategy: Should they be used?

Michael S. Latour, Shaker A. Zahra

Research output: Contribution to journalReview articlepeer-review

31 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)5-14
Number of pages10
JournalJournal of Services Marketing
Volume2
Issue number4
DOIs
StatePublished - Apr 1988

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