Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan

• Main Authors: Ahmad, Rozlaili, Mazlan, Dzulkarnain
• Format: Research Reports
• Language: English
• Published: Research Management Institute (RMI) 2013
• Subjects: Special subjects, characters, persons, religious arts, etc.
• Online Access: http://ir.uitm.edu.my/id/eprint/23743/1/LP_ROZLAILI%20AHMAD%20RMI%2013_5.pdf; http://ir.uitm.edu.my/id/eprint/23743/
• Institution: Universiti Teknologi Mara

Fear appeals have been used extensively in marketing communications especially in advertising as a creative strategy format over the course of this century. They are used to threaten or arouse fear in an audience in order to stimulate attitude change. An example of fear appeal advertising that still...