Fear Appeals and Consumer Behaviour:

How effective are fear appeals in advertising and marketing? When is something so scary that we ignore it? Some general points: Fear is used as an attempt to change attitudes or behaviour through use of threats or by heightening of negative consequences of noncompliance with the request. For example, Stop smoking ads. Fear is most effective when at a moderate level of fear; fear too great leads to denial. A Solution should be offered -see lesson

Please focus on FOMO (Fear of Missing Out)

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