1. Fear Appeals: Revisited and Revised.
- Author
-
Sternthal, Brian and Craig, C. Samuel
- Subjects
CONSUMER behavior ,MARKETING & psychology ,FEAR ,CONSUMER research ,METHODOLOGY ,EMOTIONS ,MARKETING strategy ,PRODUCT acceptance ,CONSUMER attitudes ,COMPARATIVE advertising - Abstract
This article provides a review and analysis of fear appeals, examines their effect on consumer behavior, and discusses methodological considerations in fear research. Emphasis is given to identifying gaps in our knowledge and understanding of how fear appeals work. [ABSTRACT FROM AUTHOR]
- Published
- 1974
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