Comments - Fear appeals

This Comments section looks at the subject of fear appeals in advertising. Michael LaTour argues that a broader approach to understanding fear arousals is necessary, and that further study outside North America is also needed if understanding of the subject is to further develop.

Comments – Fear appeals

Professor John FordOld Dominion University, Virginia, USA

The subject for this issue's Comments section is the use of fear appeals and the subject of fear arousal in advertising. Two significant authors who have focused on this subject are Mike LaTour at the University of Nevada at Las Vegas and Jeff Tanner at Baylor University. I asked both to discuss where we are at present in our understanding of this important subject and what the implications are for both theory development and practice. Mike LaTour raises the suggestion that arousal should be examined as a multidimensional...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands