LaTour, M., Snipes, R, & Bliss, S. (1996). Don't be afraid to use fear
appeals: An experimental study. Journal of Advertising Research, 36(2),
59-67.
Abstract: Studied the effects of the perceived ethicality and performance of fear appeals in advertising. Two versions of an advertisement for a stun gun device were shown to 150 and 155 demographically diverse women, respectively; one designated as a mild fear appeal ad and the other a strong fear appeal ad. Ss completed questionnaires including the following measures: Ss' perceived ethicality of the ad, Ss' attitude toward the ad, Ss' attitude toward the brand, and Ss' intention to buy. Results indicated that while the stronger fear appeal generated significantly more tension, it had a more positive effect on Ss' attitudes toward the ad and purchase intentions. Additionally, the stronger fear appeal was not perceived as less ethical than the mild fear appeal. It is suggested that advertising executives can use this study to blunt overgeneralized criticisms of fear appeals, and use it to provide tangible evidence for the consideration of fear appeal use.