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Volume 2, Issue 4
1 April 1988
Journal of Services Marketing Cover Image for Volume 2, Issue 4
Review Article| April 01 1988

FEAR APPEALS AS ADVERTISING STRATEGY: SHOULD THEY BE USED?

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Michael S. LaTour
Currently Assistant Professor of Marketing at Old Dominion University. He graduated in 1986 from the University of Mississippi with a Ph.D. in Business Administration.
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Shaker A. Zahra
Associate Professor of Strategic Management at George Mason University in Virginia.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2054-1651
Print ISSN: 0887-6045
© MCB UP Limited
1988
Journal of Services Marketing (1988) 2 (4): 5–14.
https://doi.org/10.1108/eb024737

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.

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© MCB UP Limited
1988
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