Role of gender in consumers' response to fear appeal advertisements

By:

AJIT, S

Contributor(s):

RAJ, V JOSEPH PAUL

Material type:

Mixed materialsPublication details: 2013Description: 19-24Subject(s):

ADVERTISEMENTS

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: 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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Holdings
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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