MANAGEMENT SLANT
- Fear and hope are opposing emotions that are employed frequently in social marketing contexts; this research compares the different consumer responses evoked by these appeals.
- Fear appeals have the advantage when the environmental issue is framed as global, whereas hope appeals are more effective when the issue is framed as local.
- Two experiments included various objective and subjective measures, such as eye-tracking movements measured by fixation duration, self-reports, and actual donation amount.
- Perspective taking is the underlying mechanism for the moderating effects between emotional appeal and issue framing on the dependent measures above.
INTRODUCTION
Over the past...