𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Ethical guidelines for business and social marketing

✍ Scribed by Patrick E. Murphy; Gene R. Laczniak; Robert F. Lusch

Book ID
112837172
Publisher
Sage Publications
Year
1978
Tongue
English
Weight
532 KB
Volume
6
Category
Article
ISSN
0092-0703

No coin nor oath required. For personal study only.

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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