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Journal of Current Issues & Research in Advertising Volume 15, 1993 - Issue 2
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Original Articles

The Optimal Level of Fear-Arousal in Advertising: An Empirical Study

James T. Strong University of Akron, USA
&
Khalid M. Dubas New Jersey Institute of Technology, USA
Pages 93-99 | Published online: 08 May 2012

Citations (20)

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Read on this site (8)

Hila Riemer & Hayden Noel. (2021) The effect of emotionally-arousing ad appeals on memory: time and fit matter. International Journal of Advertising 40:7, pages 1024-1046.
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Sarah Bérubé, Claudine Amesse & Serge Sultan. (2020) Illness perceptions and their relation to physical activity in children and adolescents with hemophilia. Health Psychology and Behavioral Medicine 8:1, pages 461-474.
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Imene Becheur & Amit Das. (2018) From Elicitation to Persuasion: Assessing the Structure and Effectiveness of Differential Emotions in Anti-Drunk-Driving Campaigns. Journal of Promotion Management 24:1, pages 83-102.
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Sumin Shin, Eyun-Jung Ki & W. Glenn Griffin. (2017) The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative, consumer, and source variables. Journal of Marketing Communications 23:5, pages 473-492.
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Tilmann Jäger & Martin Eisend. (2013) Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior. Journal of Current Issues & Research in Advertising 34:1, pages 125-134.
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Amir Hetsroni. (2011) Violence in Television Advertising: Content Analysis and Audience Attitudes. Atlantic Journal of Communication 19:2, pages 97-112.
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KevinE. Voss. (2009) Using Humor in Conjunction with Negative Consequences in Advertising. Journal of Current Issues & Research in Advertising 31:2, pages 25-39.
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MichaelS. Latour & HerbertJ. Rotfeld. (1997) There are Threats and (Maybe) Fear-Caused Arousal: Theory and Confusions of Appeals to Fear and Fear Arousal Itself. Journal of Advertising 26:3, pages 45-59.
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Articles from other publishers (12)

Bin Shen & Yana Kim. (2020) Green With Fear: Fear Appeals and Temporal Framing in Eco-Friendly Clothing Advertising. Clothing and Textiles Research Journal 40:2, pages 154-168.
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Mehmet BURÇ, Derya BAŞAKCI & Mustafa KOÇER. (2021) Reklamlarda Korku Çekiciliği Unsurunun Kullanılması: Televizyon Reklamlarına Yönelik Bir AnalizThe Use Of Fear Appeal In Advertısements: An Analysıs Of Televısıon Advertısements. Erciyes İletişim Dergisi 8:2, pages 665-690.
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Frank Marcinkowski. 2019. Intimisierung des Öffentlichen. Intimisierung des Öffentlichen 247 268 .
Dong Jenn Yang. (2018) Exploring the communication effects of message framing of smoking cessation advertising on smokers’ mental processes. International Review on Public and Nonprofit Marketing 15:3, pages 315-332.
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Ashesh Mukherjee & Laurette Dubé. (2012) Mixing emotions: The use of humor in fear advertising. Journal of Consumer Behaviour 11:2, pages 147-161.
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Amir Hetsroni. (2010) Violence in mainstream TV advertising: A comparison of the representation of physical aggression in American and Israeli commercials. Communications 35:1.
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Wim Janssens, Patrick De Pelsmacker & Verolien Cauberghe. 2010. Advances in Advertising Research (Vol. 1). Advances in Advertising Research (Vol. 1) 97 109 .
Verolien Cauberghe, Patrick De Pelsmacker, Wim Janssens & Nathalie Dens. (2009) Fear, threat and efficacy in threat appeals: Message involvement as a key mediator to message acceptance. Accident Analysis & Prevention 41:2, pages 276-285.
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H. Shanker Krishnan & Dipankar Chakravarti. (2008) A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory. Journal of Consumer Psychology 13:3, pages 230-245.
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Herbert Jack Rotfeld. (2018) Book Review: The Textbook Effect: Conventional Wisdom, Myth, and Error in Marketing. Journal of Marketing 64:2, pages 122-126.
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Nadine Henley & Robert J Donovan. (2006) Threat appeals in social marketing: death as a ‘special case’. International Journal of Nonprofit and Voluntary Sector Marketing 4:4, pages 300-319.
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Christa WehnerChrista Wehner. 1995. Überzeugungsstrategien in der Werbung. Überzeugungsstrategien in der Werbung 188 208 .

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