Marketing and the Use of Fear- or Anxiety-arousing Appeals
Open Access
- 1 April 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 35 (2) , 62-64
- https://doi.org/10.1177/002224297103500212
Abstract
Are anxiety-arousing advertising messages more effective with nonowners of a product than with owners? The author reports on an experimental test of this hypothesis.Keywords
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