Fear appeals as advertising strategy: Should they be used?

Michael S. Latour; Shaker A. Zahra

doi:10.1108/EUM0000000002548

Fear appeals as advertising strategy: Should they be used?

Michael S. Latour, Shaker A. Zahra

Strategic Management and Entrepreneurship

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39 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 language	English (US)
Number of pages	1
Journal	Journal of Consumer Marketing
Volume	6
Issue number	2
DOIs	https://doi.org/10.1108/EUM0000000002548
State	Published - Feb 1989

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title = "Fear appeals as advertising strategy: Should they be used?",

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.",

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Fear appeals as advertising strategy: Should they be used?

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