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Fear appeals in social marketing: The case of anti-speeding video advertisement "Mistakes"

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Taking the existing literature as a starting point, the goal of this research is to investigate the use of the recently popular fear appeals, and to prove the effectiveness of this communication tool through the analysis of a road safety advertisement.

The research has been conducted by exposing 20 Italian students to a fear advertisement and monitoring their driving attitude over a period of two months.

The results show a general efficacy of fear-based approaches in reducing high-speed driving, and highlight several major constraints of the video advertisement viewed by the students, and how health organisations might improve safety campaigns.

This study represents a first attempt to investigate the subject better, based on the reaction generated by this emotional stimuli, but it is biased by the small sample considered in the analysis. Further research should be conducted on a greater and more heterogeneous sample, in order to create a more accurate model of reactions.


Document Type: Research Article

Publication date: March 1, 2017

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