Fear Appeals


Companies sometimes use fear appeals in attempting to motivate customers to action. The underlying logic when using fear appeals is that fear will stimulate audience involvement with a message and thereby promote acceptance of message arguments. The appeals may take the form of social disapproval or physical danger. For example, mouthwashes, deodorants, toothpastes, and other products make us aware of the social disapproval we may suffer if our breath is not fresh, if our underarms are not dry, or if our teeth are not white.

Aside from the basic ethical issue of whether fear should be used at all,  the fundamental issue for marketing communicators is determining how intense the fear presentation should be.

When using fear appeals, advertisers stand a greater chance of converting numerous of a product to its use than of convincing consumers to switch brands.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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The Emotional


Unless you are more powerful than a locomotive, faster than a speeding bullet, and able to leap tall buildings in a single bound, minding your own business will be emotionally taxing. The mental and physical energy you put into it will at times leave you quite spent. If you don’t know how to refuel and refresh properly you’ll find yourself constantly out of sorts, fuzzy-minded, and ripe for depression. Even when things are on track, if you’re the type who has a prosperity for “borrowing trouble” the mere responsibility of failure is enough to keep you skittish and in knots. Of course, when problems arise matters can become all the worse since the buck both starts and stops with you. If you have only yourself to kick for a problem and lack a healthy sense of self, you could end up abusing yourself. Needless to say, when things go away through no fault of your own, the frustration, if not properly handled, can be devastating. Moreover, until your business begins to pay off you will be susceptible to bouts of doubt and second-guessing that can be debilitating.

 If after having counted all the costs you’re still undaunted about starting a business either immediately or in the near future, then it’s time to get all your ideas and expectations down in black and white by drawing up a comprehensive business plan.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight