The growth of fear appeals in advertising psychological and social threats when faced with a new threat (the fear appeal), this initiates a coping appraisal based on four variables the severity of the threat, probability of the threat occurring if no adaptive behaviour is performed, availability of a coping response (solution), and the. Brennan, l, & binney, w (2010) fear, guilt and shame appeals in social marketing journal of business research, 63(2), 140-146 4 in an institutional or legal framework, could result in penalties such as fines, community service or legal action (cf harvey and mccrohan, 1988 may, 2005.
As the participants described their reaction, fear appeals in social marketing campaigns encouraged people to comply with rules and acceptable behavior by scaring them about the potential legal, health and social risks associated with illegal, unhealthy or antisocial behavior. Anca stefan (402487) “fear appeals in social marketing _ may 3, 2012 ba - mmc nr of characters: 54353 6 during the social marketing course will be aligned with those of various social marketing theorists such as philip kotler, nancy r lee, rob donovan, nadine henley etc.
The use of fear appeal in advertising is designed to make consumers aware of a serious potential threat based on the perceived threat, the consumer can take one of three actions: no response, fear-control response, or danger-control response. Social marketing and the use of appeals in social marketing it is important to understand the theoretical background behind social marketing campaigns in order to help answer the research question in satisfactory manner in addition, a model for the analysis of advertisements will be presented.
Citeseerx - document details (isaac councill, lee giles, pradeep teregowda): this article criticizes the predominant use of fear appeals in social marketing laboratory studies, which have been the basis for most of the research on fear appeals and which generally suggest that high fear works, have limitations that include forced exposure, short-term measurement, and an overdependence on. Request pdf on researchgate | fear, guilt, and shame appeals in social marketing | this paper presents the results from a qualitative study of income support recipients with regard to how they. This study found that positive emotion appeals in social marketing campaigns had a greater potential to not only ‘get people talking’ about an advertisement (as was the case with the fear appeals), but also in motivating people to act upon the call for voluntary compliance.
The growth of fear appeals for everyday products can be justified by evans et al’s study in 2004 which found that, whilst high-fear appeals such as the “always wear a seatbelt” campaign created more anxiety than low-fear appeals, low-fear appeals still caused more anxiety than positive appeals, such as humour occupational psychologist, gorkan ahmetoglue, explains this is the case because people are more motivated by fear or losing something than the good of gaining something. Brennan, l, & binney, w (2010) fear, guilt and shame appeals in social marketing journal of business research, 63(2), 140-146 2 background social marketing is used by many not for profit and government organizations to encourage behaviours which, while socially important, might not be germane to the personal motivations of the individual. Fear appeal is a term used in psychology, sociology and marketing it generally describes a strategy for motivating people to take a particular action, endorse a particular policy, or buy a particular product, by arousing fear.
Ethical concerns about fear appeals include maladaptive responses such as chronic heightened anxiety among those most at risk and, paradoxically, complacency among those not directly targeted, and increased social inequity between those who respond to fear campaigns, who tend to be better off, and those who do not, who tend to be the less educated and poorer members of society. Fear appeals in social marketing: strategic and ethical reasons for concern gerard hastings and martine stead university of stirling & open university.
Fear appeals are still being used in today's social marketing world to persuade the public to change dangerous habits the use of fear appeals has proved effective in changing behaviour with moderate to high levels being most successful at persuasion.