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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
DOI: 10.2307/1250296
Stable URL: http://www.jstor.org/stable/1250296
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Fear: The Potential of an Appeal Neglected by Marketing
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Abstract

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.

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