MANAGEMENT

Detailed explanation-1: -Ads that tap into our emotional reaction to an issue, rather than just our rational or informational needs, are called “fear appeals.” They are named this way because they try to leverage our fear of an issue as a way to jump-start us into action.

Detailed explanation-2: -An example of fear appeal advertising is the commercial that states if one does not get the COVID-19 vaccination shot, then it is likely that they will get COVID-19 and keep spreading the illness. Those types of commercials are fear appeal advertising.

Detailed explanation-3: -For example, if you sell fire extinguishers and your advertising strategy is to show how you may save your family members’ lives if you have an extinguisher during a fire, you are appealing to a fear in consumers that if they don’t buy a fire extinguisher, they are risking their family members’ lives.

Detailed explanation-4: -Among the tested “The Real Cost” messages, fear-appeal ads overall were rated as more effective than humor-appeal ads. However, when it came to smoking-related risk perceptions and attitudes, no significant difference was detected between fear-and humor-appeal ads.