Behavioural evidence for the effectiveness of threat appeals in the promotion of healthy food to children
Karine M. Charry and Nathalie T.M. Demoulin
Iéseg School of Management (LEM-CNRS 8179)
IntroductionFor more than five decades, fear and threat appeals have received a fair amount of attention. Consisting of ‘a source stating that some negative outcome will result – or increase in likelihood – as a consequence of non-compliance with the source’s recommendation’ (Donovan & Henley 2003, p. 80), threat appeals appear to be able to influence individuals’ attitudes and behaviours. Evidence of the effectiveness of threats has been provided...