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Cited by 589

The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.

Fear appeals in social marketing: Strategic and ethical reasons for concern

Hastings, Gerard, Stead, Martine, Webb, John·2004·Psychology & Marketing
DOI 10.1002/mar.20043
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Abstract

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 student samples. Although, unfortunately, field research evaluations of fear appeals are few, they usually reveal that fear has both weaker effects and unintended deleterious effects in real‐world social marketing campaigns. 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. Alternatives to fear appeals are the use of positive reinforcement appeals aimed at the good behavior, the use of humor, and, for younger audiences, the use of postmodern irony. © 2004 Wiley Periodicals, Inc.

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Metadata

Authors
Hastings, G., Stead, M., & Webb, J.
Venue
Psychology & Marketing
Publisher
Wiley
Published
2004-09-22
Volume
21
Issue
11
Pages
961-986
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20043
OpenAlex
W1989364164
Cited by
589
References
3
FWCI
11.87
Type
journal article
Language
en
Open access
closed

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