Showing papers by "Shaker A. Zahra published in 1988"
TL;DR: In this paper, a 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, and that there are inconsistent results concerning the impact of such appeals in consumer behavior.
Abstract: 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.
111 citations