Scared Stiff? The Effectiveness of Threat Appeals in Counseling Services Advertising to High-Anxiety Students
2013; Wiley; Volume: 30; Issue: 10 Linguagem: Inglês
10.1002/mar.20652
ISSN1520-6793
AutoresJayne Krisjanous, Nicholas J. Ashill, Katrin Eccarius, Janet Carruthers,
Tópico(s)Media Influence and Health
ResumoThis exploratory study proposes and tests a theoretical model that analyzes threat appeals in regard to their effectiveness for high-anxiety students, one of the major target groups for counseling services. In particular, affective and cognitive responses to a threat appeal advertisement and their effects on attitude toward the advertisement and behavior are examined. The results suggest that a strong threat appeal is not effective for counseling services but that positive emotions toward the advertisement and cognitive involvement have a positive impact on advertising outcomes. The study contributes further to knowledge of threat appeal effectiveness, targeting "anxious" audiences.
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