Role of gender in consumers' response to fear appeal advertisements
Material type: Mixed materialsPublication details: 2013Description: 19-24Subject(s): NLM classification:- 658.8
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Periodicals/Magazines | SSCBS Library | 42/9 | Available | P14683 |
There is a long history of attention to fear arousal as a potentially useful variable in persuasive communiction. Fear is a dangerous threat facing the individual, which tends to have an important impact on people's behavior. Marketers expect thehelp of this relationship, in advertisements, threatening or dangerous information to stir emotions of the audience, and thus induce people to like or dislike the products or services.
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