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

question 71

Multiple Choice

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

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

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Definitions:

University Of Florida

A major public research university located in Gainesville, Florida, known for its comprehensive academic programs and research initiatives.

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The phenomenon where dissatisfied customers share their unfavorable opinions or experiences about a product or service with others.

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Febreze

A brand of household odor eliminators manufactured by Procter & Gamble, known for its ability to neutralize and eliminate odors.