This special issue of Psychology & Marketing presents a collection of articles on a perennially studied but still controversial topic-the use of fear appeals in social marketing campaigns. In the first article, Laros and Steenkamp devise and test a measure of consumers' fear of genetically modified
β¦ LIBER β¦
Fear, guilt, and shame appeals in social marketing
β Scribed by Linda Brennan; Wayne Binney
- Book ID
- 116618453
- Publisher
- Elsevier Science
- Year
- 2010
- Tongue
- English
- Weight
- 183 KB
- Volume
- 63
- Category
- Article
- ISSN
- 0148-2963
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, shortβterm measurement
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