The optimal level of fear-arousal in advertising: An empirical study

Document Type

Article

Publication Date

1-1-1993

Abstract

In a before-after, one-way laboratory experiment, five levels of fear-arousal were manipulated and their impact on generic product intention was measured. High fear-arousing ads can be very persuasive, and data generally reflect a positive linear relationship between fear and persuasion. However, the high fear-arousing ad which utilized personalization with a "death of a loved one" theme was very ineffective. No evidence was found for a curvilinear relationship between fear and persuasion. Resistance theory was also not supported by the data. © 1993 Taylor & Francis Group, LLC.

Identifier

0041123671 (Scopus)

Publication Title

Journal of Current Issues and Research in Advertising

External Full Text Location

https://doi.org/10.1080/10641734.1993.10505006

e-ISSN

21647313

ISSN

10641734

First Page

93

Last Page

99

Issue

2

Volume

15

Fund Ref

University of Akron

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