Affective Effects of Offering Options on Persuasiveness of Fear Appeals

ABSTRACT

Research on fear level and options available for consumers to reduce their level of threat was undertaken to determine what effect these variables have on attitudes, purchase intentions, and emotions besides fear. Using an experimental design, it was found that higher levels of fear induce elevated levels of anger and disgust. There was also a positive correlation between fear and positive attitudes and purchase intention, but only in cases where more options were offered. This suggests that if advertisers want to induce a high level of fear in audiences, offering multiple options to reduce fear can lead to more positive attitudes and purchase intention.

KEYWORDS:

• fear
• emotions
• attitude
• purchase intention
• options