Fear Appeals in Marketing—A Social Perspective

Abstract

Little attention has been paid to ethical and social questions concerning the use of fear appeals in marketing. This article highlights some critical aspects of this controversial issue and suggests areas where research is needed.

The effect of fear on purchase intentions

“…However, the majority of subsequent investigations have found evidence of a positive relationship in this regard (Sternthal and Craig, 1974). As a result, marketers have been encouraged to intelligently use this ''neglected' ' communication technique to persuade customers to buy their product (Bumett and Oliver, 1979;Ray and Wilkie, 1970;Spence and Moinpour, 1972;Stuterville, 1970;Wheatley, 1971;Wheatley and Oshikawa, 1970). In explaining the underlying reasons for the effectiveness of certain fear appeals, a number of theoretical viewpoints have been offered.…”

The Ethicality of Using Fear for Social Advertising

“…Advertisements using threatening messages generally vividly display the consequence of not conforming to the sponsor's recommendations (Spence and Moinpour, 1972;LaTour, Snipes and Bliss, 1996). Many studies posit that these threatening messages will lead to a desired behavioural change (e.g.…”

“…The use of fear appeals raises several ethical issues. First, the use of threatening messages can create unnecessary anxiety among audience members (Spence et al, 1972;Duke et al, 1993;LaTour et al, 1996). This issue reflects a large variety of personally subjective, and culturally based values and attitudes, making it somewhat difficult to define (Boddewyn and Kunz, 1991).…”

“…This issue reflects a large variety of personally subjective, and culturally based values and attitudes, making it somewhat difficult to define (Boddewyn and Kunz, 1991). Second, many critics consider the use of fear appeals unethical if the advertised solution does not eliminate the threat (Spence et al, 1972;Boddewyn et al, 1991;Quinn et al, 1992;Treise, Weigold, Conna and Garrison, 1994;LaTour et al, 1996;Shiv, Edell and Payne, 1997). Furthermore, critics argue that the use of threatening messages shows a lack of societal responsibility from advertisers as advertisements contribute to the development of social norms (Duke et al, 1993;LaTour et al, 1996).…”

“…Furthermore, critics argue that the use of threatening messages shows a lack of societal responsibility from advertisers as advertisements contribute to the development of social norms (Duke et al, 1993;LaTour et al, 1996). According to Spence and Moinpour (1972), advertising establishes and perpetuates the existence of social norms by reinforcing current social values and by hastening the speed of emerging social changes. Hence, advertising using fear may cause the emergence of previously unknown problems such as fear of the social rejection portrayed in some advertisements for deodorants.…”