Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

Fear Appeals in Print Advertising: An Analysis of Arousal and Ad Response

Tony L. Henthorne, Michael S. LaTour and Rajan Nataraajan
Journal of Advertising
Vol. 22, No. 2 (Jun., 1993), pp. 59-69
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188881
Page Count: 11
  • Download ($45.00)
  • Cite this Item
Fear Appeals in Print Advertising: An Analysis of Arousal and Ad Response
Preview not available

Abstract

This paper examines the tenability of a two-dimensional (tension and energy) formulation of fear arousal effects in the context of print advertising. Intuitively, stimulation of fear parallels a two-part continuum of increasing tension. This exploratory study stems from the theoretical premise that increasing tension generates energy up to a certain point, and beyond that "threshold," increasing tension arouses anxiety which begins to deplete energy. The study examines the effects of two print ad stimuli on the multidimensional structure of arousal, resulting attitude toward the ad and behavioral intention. The results indicate that print ad induced arousal effects fell short of the "threshold" point. However, a comparison between fear appeal treatment groups reveals that the stronger fear appeal resulted in arousal effects showing "progress" toward the threshold point. Thus, these results lend credibility to the idea of a "threshold" separating a two-part continuum of increasing tension. General implications of these results are discussed, and tentative suggestions in regard to the design and use of fear appeals using both print and video stimuli are furnished.

Page Thumbnails

  • Thumbnail: Page 
[59]
    [59]
  • Thumbnail: Page 
60
    60
  • Thumbnail: Page 
61
    61
  • Thumbnail: Page 
62
    62
  • Thumbnail: Page 
63
    63
  • Thumbnail: Page 
64
    64
  • Thumbnail: Page 
65
    65
  • Thumbnail: Page 
66
    66
  • Thumbnail: Page 
67
    67
  • Thumbnail: Page 
68
    68
  • Thumbnail: Page 
69
    69