 A content analysis of fear appeal advertising in Canada, China, and FranceBoris Bartikowski, Michel Laroche and Marie-Odile Richard Journal of Business Research, 2019, vol. 103, issue C, 232-239 Abstract: We content analyzed 4155 Chinese, French, and Canadian print ads to examine how fear advertising differs across countries or cultures. Findings show that advertisers use fear appeals more frequently in Canada and China than in France. Moreover, fear appeals appear in all three countries more frequently for convenience than for shopping-type products, and more frequently for shopping than for search-type products. Beauty and personal care products, as well as drugs and medical products are more prone to fear appeals than all other product categories. However, the frequency of fear appeals in relation to the product category varies across countries. We also find variations in relation to types of fear appeals. Social and self-esteem fear appeals appear most frequently in China, while physical fear appeals are most dominant in France and Canada, and economic fear appeals most frequent in France. Keywords: Content analysis; Cross-cultural comparison; Fear advertising; Print magazines; Types of fear appeal (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:103:y:2019:i:c:p:232-239 DOI: 10.1016/j.jbusres.2019.01.049 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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