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Erschienen in:
2010 | OriginalPaper | Buchkapitel
Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness
verfasst von : Wim Janssens, Patrick De Pelsmacker, Verolien Cauberghe
Erschienen in: Advances in Advertising Research (Vol. 1)
Verlag: Gabler
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This study investigates the impact of the threat level (death-related or body harm related) and gain and loss framed messages in a public service announcement (PSA) threat appeal, as well as the impact of the valence of the media context in which the PSA is embedded in a sample of 266 young Belgian adults. The PSA threat level and the combination of negative message framing, negative context priming and high-threat messages have a significant effect on evoked fear. Evoked fear plays the strongest role in the development of message credibility, more than cognitive factors such as perceived threat and coping efficacy.