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Keywords: Fear appeal
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (4): 470–480.
Published: 16 March 2023
...Kamila Sobol; Marilyn Giroux Purpose A fear appeal is a communication tactic designed to scare people into adopting desired behaviors (e.g. wash hands to avoid contracting COVID-19). While it is generally acknowledged that fear appeals can be persuasive at motivating behavior, this paper aims...
