Don't Be Afraid to Use Fear Appeals: An Experimental Study
Michael S LaTour, Robin L Snipes and Sarah J Bliss
Although the amount of money spent on advertising has been steadily increasing, public attitudes regarding its effectiveness and its value have been on the decline (Andrews, 1989; Mittal, 1994; Stipp, 1992; Stewart, 1992). As pointed out by Mittal (1994), advertising's ethical image has suffered from accusations of 'an array of sins ranging from economic waste to purveying of harmful products, from sexism to deceit and manipulation, from triviality to intellectual and moral pollution.'
Research has shown...