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Fear: The Potential of an Appeal Neglected by Marketing
Michael L. Ray and William L. Wilkie
Journal of Marketing
Vol. 34, No. 1 (Jan., 1970), pp. 54-62
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250296
Page Count: 9
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Considerable social psychology and communications research show that intelligent use of fear messages can have favorable effects on attitude change and action. Yet the unique persuasive possibilities offered by the fear appeal have been neglected by marketing. This is in sharp contrast to the creative pursuit of positive advertising appeals. This article presents a marketing-oriented discussion and summary of research on the fear appeal.
Journal of Marketing © 1970 American Marketing Association