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Keywords: Fear arousal
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (7): 1739–1762.
Published: 26 June 2026
... exposed participants to fear-based stimuli. A moderated mediation model tested the effects of fear arousal and the presence of a previously attached brand. Findings Fear arousal, a consumer’s emotional reaction to fear-based stimuli, serves as a key mediator that links exposure to such stimuli...
Includes: Supplementary data
