FEAR AND ANGER COMBINATION IN PREVENTION MESSAGES

L’ASSOCIATION DE LA PEUR ET DE LA COLERE DANS LES MESSAGES DE PREVENTION

Cécile Colin () and Olivier Droulers ()
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Cécile Colin: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research in progress ("work-in-progress communication") focuses on the influence of anger and fear combination in an anti-smoking prevention message. In an exploratory experiment, we analyze the effect of a fear and anger appeal message, in comparison with a fear appeal message (without anger), on the intention to reduce cigarette consumption. The first result of the experiment showed that exposure to the fearful and angry message (versus fearful message) lead to a stronger intention to reduce cigarette consumption. Besides, additional results highlight that the fear appeal message does not elicit fear only. These results lead to a series of issues that we try to answer through a main experiment (in progress) of which we present the first fruits.

Keywords: Anti-smoking prevention messages; Action tendency; Behavioral intention; Fear; Anger; Colère; Peur; Intention de comportement; Tendance à l’action; Messages de prévention anti-tabac (search for similar items in EconPapers)
Date: 2018-05-16
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Published in 34ème congrès international de l'Association Française de Marketing, May 2018, Strasbourg, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05241903

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