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Journal Articles
Fear appeal effectiveness for familiar and unfamiliar issues
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2011) 1 (3): 171–191.
Published: 11 October 2011
... Belgium Fear appeals are “persuasive messages designed to scare people by describing the terrible things that will happen to them if they do not do what the message recommends” (Witte, 1992, p. 329). Fear appeals have often been studied in social marketing contexts such as traffic safety and health...
