Increasing the persuasiveness of fear appeals: the effect of arousal and elaboration
Article Abstract:
We investigate the conditions under which messages that prompt low and high levels of fear are likely to be effective. Our premise is that when a low level of fear is ineffective, it is because there is insufficient elaboration of the harmful consequences of engaging in the destructive behavior. By contrast, when appeals arousing high levels of fear are ineffective, it is because too much elaboration on the harmful consequences interferes with processing of the recommended change in behavior. We find support for these expectations in the context of a communication advocating that people stop smoking. The elaboration-enhancing interventions used, self-reference and imagery processing, increased the persuasiveness of a low-fear appeal by prompting elaboration on the harmful consequences of smoking, whereas the use of two elaboration-suppressing interventions, reference to others and objective processing, increased the persuasiveness of a high-fear appeal by decreasing the extent to which consumers deny harmful consequences. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1996
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Utility and choice: an empirical study of wife-husband decision making
Article Abstract:
Results of an experiment manipulating the effects of cognitive conflict, role dominance, and persuasive messages on husband-wife decisions show that couples tend to choose options that are equitable and centered in their negotiation set, a tendency that is prevalent over choice occasions and bargaining conditions. Two mechanisms that support equity - static cooperation and dynamic shifts in individual utility functions - are interpreted in light of these findings and those of other researchers. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1989
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Empathy versus Pride: The Influence of Emotional Appeals across Cultures
Article Abstract:
The success of an emotional appeal depends much on the type of appeal used and the type of culture that is being targeted. A person from a collectivist culture will be affected most by ego-focused appeals in which aspects such as price or happiness are used. A person from an individualistic culture will be affected most by appeals that are driven by aspects such as peacefulness and pride.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1998
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