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- Title
THREATS AND PROMISES IN ADVERTISING APPEALS.
- Authors
Menasco, Michael; Baron, Penny
- Abstract
The research reported here attempted to determine the persuasive impact of desirable and undesirable consequences of physical and social advertising appeals. Research on these kinds of appeals is distinct from that on strictly physical fear arousal. Results of the present research appear to conform to predictions from studies in protection motivation theory (Rogers and Mewborn, 1976; Mewborn and Rogers, 1979), particularly in terms of mediational responses and persuasive impact. The influence of measured personality variables (self-esteem, fear of physical and social consequences) on persuasion was also assessed. Results generally did not follow predictions.
- Subjects
ADVERTISING; CONSUMER research; RESEARCH; CONSUMER behavior; HUMAN behavior; PSYCHOLOGY; MARKETING; MOTIVATION (Psychology); SOCIAL impact; APPEAL to fear (Logical fallacy)
- Publication
Advances in Consumer Research, 1982, Vol 9, Issue 1, p221
- ISSN
0098-9258
- Publication type
Article