Wednesday, February 22, 2012
Fear-Based Appeals in Social Marketing
If it is, then what's the most effective use of fear-based appeals?
1. We have to believe there is a real, credible threat
2. We have to believe that we (or our family) are affected by it
3. We have to believe that the solution presented is real and credible - it has to make sense to us
Question: Is this a real threat? Am I susceptible?
No -- then we attempt to control the fear through denial/avoidance (don't think about it)
Yes -- Is the recommended response effective?
No -- then we attempt to control the fear through denial/avoidance
Yes -- then we attempt to control the danger through taking action
Fear appeals may be used effectively, however, positive appeals can be more effective - "if you take action, these are the great benefits..."