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adv book notes 2 - -1Pg 308-309 ADV316 Fear Appeals Y...

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-1Pg 308-309 ADV316 Fear Appeals Ÿ Emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude. Ÿ They are more common in social marketing contexts in which organizations encourage people to convert to healthier lifestyles by quitting smoking, using contraception, relying on a designated driver. Ÿ When a weak threat is ineffective, there may be insufficient elaboration of the harmful consequences of engaging in the behavior. When a strong threat doesn’t work, there may be too much elaboration
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