Fear Appeals in Advertising - Balancing Effectiveness and Ethical Considerations

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School of Business | Bachelor's thesis
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Date

2024

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

39

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Abstract

This bachelor’s thesis investigates studies surrounding the use of fear appeals in advertising. There is a focus on the role of fear appeals, their effectiveness, consumer responses, and ethical considerations. This study examines fear appeals through two key theoretical frameworks, Protec-tion Motivation Theory and the Extended Parallel Process Model and connects original studies with modern research. The findings reveal that fear appeals evoke a range of responses based on the perception of threat and efficacy, and moderating factors. Additionally, the integration of fear with other emotional appeals and its impact is highlighted. In addition, this thesis emphasizes the need for balanced messaging to achieve behav-ioral change while preserving ethical integrity.

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Thesis advisor

Elizaveta Sakhnovskaia, Elizaveta

Keywords

fear appeals, persuasive communication, efficacy, consumer responses

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https://urn.fi/URN:NBN:fi:aalto-202501261797

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[kand] Kauppakorkeakoulu / BIZ