Fear appeals as advertising strategy: Should they be used?

Michael S. Latour, Shaker A. Zahra

Research output: Contribution to journalArticlepeer-review

39 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)
Number of pages1
JournalJournal of Consumer Marketing
Issue number2
StatePublished - Feb 1989


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