Before Deciding to Use a Fear-Appeal Message Strategy, an Advertiser

question 29

Multiple Choice

Before deciding to use a fear-appeal message strategy, an advertiser should consider the level of fear to use in the message because:

• A) defensive reactions such as tuning out a message or perceiving it selectively may occur if the level of fear is low
• B) a low to medium level of fear can attract attention and interest and may motivate the receiver to act to resolve the threat
• C) the message recipient may be motivated to act to resolve the threat if the level of fear is quite low
• D) fear appeals have only inhibiting effects on consumer behaviour

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Definitions:

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