RT Article
T1 A Model of the Effects of Self-efficacy on the Perceived Ethicality and Performance of Fear Appeals in Advertising
JF Journal of business ethics
VO 19
IS 3
SP 273
OP 285
A1 Snipes, Robin L.
A1 LaTour, Michael S.
A1 Bliss, Sara J.
A2 LaTour, Michael S.
A2 Bliss, Sara J.
LA English
YR 1999
UL https://ixtheo.de/Record/1785612166
AB The primary purpose of this study was to better understand the effects of consumers' perceived self-efficacy on their perceptions of the ethicality of a fear appeal and subsequent attitudes towards the ad, the brand, and purchase intentions. In this study, a total of 305 consumer responses were investigated to determine attitudes toward a fear appeal ad. The results suggest that the use of strong fear appeals may not be perceived as unethical if consumers feel they can use the recommended product to effectively eliminate the threat posed by the ad.
K1 Fear Appeal
K1 Subsequent Attitude
K1 Consumer Response
K1 Purchase Intention
K1 Economic Growth
DO 10.1023/A:1005822414588