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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250833
Page Count: 7
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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.
Journal of Marketing © 1970 American Marketing Association