Fear appeals as advertising strategy: Should they be used?

Michael S. Latour, Shaker A. Zahra

Research output: Contribution to journalReview articlepeer-review

32 Scopus citations


Review of various models of the fear communication process and research on the effectiveness of fear appeals indicates that fear arousal is a complex, individually unique emotion. Inconsistent results concerning the impact of fear appeals in consumer behavior are noted. Issues arising from employing fear appeals in advertising are outlined and practical guidelines for their use are presented.

Original languageEnglish (US)
Pages (from-to)5-14
Number of pages10
JournalJournal of Services Marketing
Issue number4
StatePublished - Apr 1988

Fingerprint Dive into the research topics of 'Fear appeals as advertising strategy: Should they be used?'. Together they form a unique fingerprint.

Cite this