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Psychic Defenses against High Fear Appeals: A Key Marketing Variable

John R. Stuteville
Journal of Marketing
Vol. 34, No. 2 (Apr., 1970), pp. 39-45
DOI: 10.2307/1250833
Stable URL: http://www.jstor.org/stable/1250833
Page Count: 7
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Psychic Defenses against High Fear Appeals: A Key Marketing Variable
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Abstract

Why does the cigarette smoker continue to smoke in face of torrents of data indicating the potential dangers of his habit? Conversely, why did the mere whisper of danger cause cranberry sales to plummet? The magic defenses consumers employ to insulate their favorite vices from unwanted fearful data are examined in this article.

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