Fear Appeal Effects in the Field: A Segmentation Approach
Open Access
- 1 May 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 16 (2) , 181-190
- https://doi.org/10.1177/002224377901600203
Abstract
The effect of varying fear levels was tested in a field experiment on a random resident sample and on separate demographic and psychographic subsegments. Certain attitudinal and behavioral effects were observed for the entire sample whereas others were segment specific.Keywords
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