The After-Effects of Fear-Inducing Public Service Announcements

Udo Wagner (), Claus Ebster (), Lisa Eberhardsteiner () and Madeleine Prenner
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Udo Wagner: University of Vienna
Claus Ebster: University of Vienna
Lisa Eberhardsteiner: University of Vienna
Madeleine Prenner: University of Applied Sciences Burgenland

A chapter in Dynamic Perspectives on Managerial Decision Making, 2016, pp 395-411 from Springer

Abstract: Abstract Messages using fear appeals often appear in social marketing, to promote causes such as smoking cessation, healthcare and driving accident prevention. Fear appeals can enhance the effectiveness of such communications, but they also may have unintended side effects. This study investigates the effect of fear-inducing public service announcements on evaluations of subsequent commercials in a commercial break. In two laboratory experiments, the authors measured participants’ evaluations of advertisements using a program analyzer. In line with affective priming theory, the results showed that fear-inducing public service announcements can negatively affect evaluations of subsequent commercials.

Keywords: Context Effect; Social Marketing; Television Commercial; Affective Priming; Advertising Effectiveness (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:dymchp:978-3-319-39120-5_22

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DOI: 10.1007/978-3-319-39120-5_22

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