Shock tactics –Better effect on theaudience and very strong motivator
Fear Appeals Very common in marketing and every day life Persuasive information evoking fear or concern Frightening negative descriptions with negative or painful consequences People pay attention to message Adopting recommendations in the message Category of emotional appeals
Extended Parallel Process Model Fear = multidimensional Messages could lead to 2 opposing mechanisms: Danger control (message regarded as serious and recommendation in the ad is followed) Fear control (physical defense mechanism reducing fear leading to resistance) Positive reaction: perceived self-efficacy is higher than the perceived threat
Threat and recommendation Threat on a moderate level (not too strong to force ―freezing‖, strong enough to be taken seriously) Recommendations are good, recognizable, realistic, convincing Emotion not the most important component description and recommendations have to be worked out well Pattern of fear (fear only, fear-relief)
Vulnerability Extent to which a person things he is vulnerable Largest effect in behavior when person thinks he is vulnerable If not: no effect by information about serious consequences Often misperceptions, denial, misunderstanding of the threat E.g. AIDS prevention for college students
Target audience Different people fear different things Consider response of target audience Promotion people Prevention people Different reactions depending on culture, age, gender etc. Study with Canadian and Chinese smokers
Disgust as enhancing factor Fear + disgust = emotions of avoidance Fear: avoidance reaction when threat is imminent Disgust: immediate action after threat Experiment with different groups, based on questionnaire Result: disgust provides a positive enhancing boost to fear appeals
Tips from former smokersTargeting smokers ages18 to 34, it featuredformer smokers whowere horribly disfiguredand scarred fromsmoking relating theirown personal stories.
Check yourself before youwreck yourself with a stranger,because you dont know whochecked in before you.– spots, for the AIDS Council
Lauren Luke is anexpert at coveringthings up—which iswhy shes the perfectspokeswoman for acampaign urging theopposite when itcomes to domesticviolence.
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