-1Pg 308-309 ADV316Fear AppealsŸEmphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude. ŸThey 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.ŸWhen 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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