Abstract

Findings from the social psychological literature on the persuasive effects of fear messages are difficult to apply to fear appeals used in advertising, since they differ in terms of fear intensity, fear type and product/topic category. A content analysis of TV ads revealed that product type is significantly related to fear appeal use. Personal care/apparel and household product advertisers tended to use fear appeals more frequently than food, institutional and hobby/toy/transportation advertisers. Findings concerning fear intensity and fear type among product categories also are discussed.

Full Text
Published version (Free)

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call