Fear Appeals - Marketing Communication

7/29/2019 Fear Appeals - Marketing Communication

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fear


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Agenda

1. Theory2. Research3. Practical application


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Shock tactics

Better effect on theaudience and very

strong motivator


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Fear Appeals Very common in marketing and every day life Persuasive information evoking fear or concern Frightening negative descriptions with negative or painful

consequences

People pay attention to message

Adopting recommendations in the message Category of emotional appeals


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Message Content


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Protection Motivation Model Severity of the threat Probability of occurrence

Effectiveness of a coping response Ease with which the response can be implemented


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Reaction


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Extended ParallelProcess Model

Fear = multidimensional Messages could lead to 2 opposing mechanisms:

Danger control (message regarded as serious andrecommendation in the ad is followed)

Fear control (physical defense mechanismreducing fear leading to resistance)

Positive reaction: perceived self-efficacy is higher than theperceived threat


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Threat andrecommendation

Threat on a moderate level (not too strong to forcefreezing, strong enough to be taken seriously)

Recommendations are good, recognizable, realistic,convincing

Emotion not the most important component description and recommendations have to be worked out

well

Pattern of fear (fear only, fear-relief)


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Vulnerability Extent to which a person things he is vulnerable Largest effect in behavior when person thinks he is

vulnerable

If not: no effect by information about serious consequences Often misperceptions, denial, misunderstanding of the

threat

E.g. AIDS prevention for college students


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audience


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Target audience Different people fear different things Consider response of target audience

Promotion people Prevention people

Different reactions depending on culture, age, gender etc.

Study with Canadian and Chinese smokers


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disgust


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Disgust as enhancing factor Fear + disgust = emotions of avoidance Fear: avoidance reaction when threat is imminent

Disgust: immediate action after threat Experiment with different groups, based on questionnaire Result: disgust provides a positive enhancing boost to fear

appeals


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Practicalapplications


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Tips from former smokers

Targeting smokers ages18 to 34, it featured

former smokers whowere horribly disfigured

and scarred fromsmoking relating their

own personal stories.


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Check yourself before youwreck yourself with a stranger,

because you don't know whochecked in before you.

spots, for the AIDS Council


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Lauren Luke is anexpert at covering

things upwhich iswhy she's the perfect

spokeswoman for acampaign urging the

opposite when it

comes to domesticviolence.


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References Bachman, K. (2012). Fed's Anti-Smoking Fear Campaign Scares Up Quitters: 50,000 dump the habit. Retrieved

Oct 20, 2012, from http://www.adweek.com/news/advertising-branding/feds-anti-smoking-fear-campaign-scares-quitters-141682.

Bachman, K. (2012). Fear Factor: Feds Launch New Anti-Smoking Campaign: Ads mimic blocked tobaccowarning labels. Retrieved Oct 20, 2012 from http://www.adweek.com/news/advertising-branding/fear-factor-feds-launch-new-anti-smoking-campaign-138975.

Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion: An Integrated Marketing CommunicationsPerspective. Boston: Irwin/McGraw-Hill.

Cullers, R. (2012). Think Twice Before Foursquaring That Stranger, Say AIDS Ads: Who checked in before you?.Retrieved Oct 20, 2012 from http://www.adweek.com/adfreak/think-twice-foursquaring-stranger-say-aids-ads-144627.

De Pelsmacker P., et al. (2009). Marketing Communications: A European Perspective. New York: Prentice Hall. Laroche, M., et al. (2001). A cross-cultural study of the persuasive effect of fear appeal messages in cigarette

advertising: China and Canada. International Journal of Advertising, 20(3), 297-317.

LaTour, M. S. & Pitts, R. E. (1989). Using Fear Appeals in Advertising for AIDS Prevention in the College-AgePopulation. Journal of Health Care Marketing, 9(3), 5-14.

Mayfield, Z. (2006). Fear Appeal Messages and Their Effectiveness in Advertising. Retrieved Oct 20, 2012 fromhttp://voices.yahoo.com/fear-appeal-messages-their-effectiveness-advertising-31626.html.

Nelfa (2011). The Appeal of Fear Appeals. Retrieved Oct 20, 2012 from http://nelfa.wordpress.com/2011/01/14/the-appeal-of-fear-appeals/.

Nudd, T. (2012). Ad of the Day: Refuge Lauren Luke covers up cuts and bruises in BBH's well-placeddomestic-violence PSA. Retrieved Oct 20, 2012 from http://www.adweek.com/news/advertising-branding/ad-day-refuge-141551.

Fill, C. (2009). Marketing Communications: Engagement, Strategies, and Practice. Harlow: Prentice Hall. SWOV (2011). SWOV Fact sheet: Fear-based information campaigns. Retrieved Oct 20, from http://

www.swov.nl/rapport/Factsheets/UK/FS_Fear_appeals.pdf.

Weinreich, N. (2006). Making Fear-Based Campaigns Work. Retrieved Oct 20, 2012 from http://blog.social-marketing.com/2006/06/making-fear-based-campaigns-work.html.

Witte, K. & Allen, M. (2000). A Meta-Analysis of Fear Appeals: Implications for Effective Public HealthCampaigns. Health Educ Behav, 27(5), 591-615. doi: 10.1177/109019810002700506.

Young Peoples Response to Intended Shocking Road Safety Messages (2007). Retrieved Oct 20,2012 fromhttp://www.slideserve.com/cher/fear-appeals.


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Images Centers for Disease Control and Prevention (2012). Shawns Ad. Retrieved Oct 23, 2012 from

http://www.cdc.gov/tobacco/campaign/tips/resources/ads/tips-ad-shawn-full-v1a.pdf.

Evaxebra (2008). Bloodbath. Retrieved Oct 20, 2012 from http://www.flickr.com/photos/evaxebra/2908893510/sizes/l/.

Hawk, Thomas (2006). The Calm After the Show. Retrieved Oct 23, 2012 from http://www.flickr.com/photos/thomashawk/155918164/sizes/l/in/photostream/.

JessArt (2009). Frightened. Retrieved Oct 23, 2012 from http://www.flickr.com/photos/36671572@N04/4142165844/sizes/l/in/photostream/.

Martin, David (2009). Shoot him, now that you can!!!. Retrieved Oct 23, 2012 from http://www.flickr.com/photos/salaboli/3370155708/sizes/z/in/photostream/.

Shandi-lee (2010). Pieces. Retrieved Oct 20, 2012, from http://www.flickr.com/photos/shandilee/5022057355/sizes/l/.

Wiseacre photo (2006). Through the mouth of your eye through the eye of the needle it'seasier for me to get closer to heaven than ever feel whole again. Retrieved Oct 23, 2012 fromhttp://www.flickr.com/photos/wiseacre/175479093/sizes/l/in/photostream/.

Woplu (2009). Queuing. Retrieved Oct 23, 2012 from http://www.flickr.com/photos/wklemp/3375764665/sizes/l/in/photostream/.

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Fear Appeals - Marketing Communication