To read this content please select one of the options below:

(excl. tax) 30 days to view and download

FEAR APPEALS AS ADVERTISING STRATEGY: SHOULD THEY BE USED?

Michael S. LaTour, Shaker A. Zahra

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1988

2868

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.

Citation

LaTour, M.S. and Zahra, S.A. (1988), "FEAR APPEALS AS ADVERTISING STRATEGY: SHOULD THEY BE USED?", Journal of Services Marketing, Vol. 2 No. 4, pp. 5-14. https://doi.org/10.1108/eb024737

Publisher

:

MCB UP Ltd

Copyright © 1988, MCB UP Limited

Related articles