Messages using fear appeals often appear in social marketing, to promote causes such as smoking cessation, healthcare and driving accident prevention. Fear appeals can enhance the effectiveness of such communications, but they also may have unintended side effects. This study investigates the effect of fear-inducing public service announcements on evaluations of subsequent commercials in a commercial break. In two laboratory experiments, the authors measured participants’ evaluations of advertisements using a program analyzer. In line with affective priming theory, the results showed that fear-inducing public service announcements can negatively affect evaluations of subsequent commercials.
CITATION STYLE
Wagner, U., Ebster, C., Eberhardsteiner, L., & Prenner, M. (2016). The After-Effects of Fear-Inducing Public Service Announcements. In Dynamic Modeling and Econometrics in Economics and Finance (Vol. 22, pp. 395–411). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-319-39120-5_22
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