المؤلفون: Ray, Michael L., Wilkie, William L.

المصدر: Journal of Marketing; Jan1970, Vol. 34 Issue 1, p54-62, 9p, 2 Black and White Photographs, 3 Diagrams

مصطلحات موضوعية: FEAR, CONSUMER attitude research, ADVERTISING & psychology, MARKETING strategy, CONSUMER behavior research, COMMUNICATION in marketing, MESSAGE design logic theory, SOCIAL influence, MARKET segmentation, SOCIAL psychology, MARKETING & psychology, SALES promotion, ECONOMICS, PSYCHOLOGY

مستخلص: Considerable social psychology and communications research show that intelligent use of fear messages can have favorable effects on attitude change and action. Yet the unique persuasive possibilities offered by the fear appeal have been neglected by marketing. This is in sharp contrast to the creative pursuit of positive advertising appeal. This article presents a marketing-oriented discussion and summary of research on the fear appeal. [ABSTRACT FROM AUTHOR]

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المؤلفون: Bagozzi, Richard P., Moore, David J.

المصدر: Journal of Marketing, 1994 Jan 01. 58(1), 56-70.

URL الوصول: https://www.jstor.org/stable/1252251

المؤلفون: Tanner,, John F., Hunt, James B., Eppright, David R.

المصدر: Journal of Marketing, 1991 Jul 01. 55(3), 36-45.

URL الوصول: https://www.jstor.org/stable/1252146