Impact of Fear Appeal in Advertisement on Consumer Buying Decision

Abstract

Fear appeals are commonly used in many types of marketing communications, e.g., the marketing of products, services, social causes, and ideas. Also, they are frequently used to get people to help themselves, and generally are effective in increasing ad interest, involvement, recall, and persuasiveness. The literature conventionally agrees that more effective fear appeals result from a higher fear arousal followed by consequences and recommendations to reduce the negativity. However, fear appeals have impact on purchasing decision of customer.

The purpose of this research paper is to answer the following questions:-

a) Impact of fear appeal in advertisement on consumer buying decision.

b) Impact of demographic factors i.e. gender, age, marital status and education on fear appeal effectiveness.

To develop the conclusions descriptive research design is used. Primary data is collected with the help of questionnaire and data is analyzed with the help of various statistical techniques.

Conclusions of the paper help in identifying the impact of fear appeal used in advertisement on purchasing behavior of the customer.

Keywords: Fear Appeal, Advertisements, Consumer Buying Decision