文章基本信息

标题：Improving fear appeal ethics,
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作者：Kaylene C. Williams ; California State University, Stanislaus.
期刊名称：Journal of Academic and Business Ethics
印刷版ISSN：1941-336X
电子版ISSN：1941-336X
出版年度：2011
卷号：5
期号：1
出版社：Academic and Business Research Institute
摘要：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 been criticized as being unethical, manipulative, exploitative, eliciting negative and unhealthy responses from viewers, and exposing viewers to offensive images against their will. Based on this criticism, the ethical use of a fear appeal needs to be improved. The purpose of this article is to review and examine the ethical use of fear appeals with the aim of making suggestions on how to improve the ethics of fear appeals. In particular, this paper includes the following sections: introduction, brief review of fear appeals, the ethics of fear appeals, fourteen specific ways to improve the ethical use and effects of fear appeals, and summary.
关键词：Keywords: Fear appeal, fear appeal ethics, and marketing communications