Psychic Defenses against High Fear Appeals: A Key Marketing Variable
Open Access
- 1 April 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 34 (2) , 39-45
- https://doi.org/10.1177/002224297003400207
Abstract
Why does the cigarette smoker continue to smoke in face of torrents of data indicating the potential dangers of his habit? Conversely, why did the mere whisper of danger cause cranberry sales to plummet? The magic defenses consumers employ to insulate their favorite vices from unwanted fearful data are examined in this article.Keywords
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