Examining the effect of fear patterns with repeated exposures

Authors

Jennifer Ann Algie, University of WollongongFollow
John R. Rossiter, University of WollongongFollow
Sandra C. Jones, University of WollongongFollow

RIS ID

26070

Publication Details

Algie, J., Jones, S. C. & Rossiter, J. R. (2008). Examining the effect of fear patterns with repeated exposures. In W. Wymer (Eds.), World Social Marketing Conference 2008 (pp. 124-132). United Kingdom: The National Social Marketing Centre (NSM Centre).

Abstract

This study used an experimental design to test the advertising wearout of fear-relief and fear-only patterns in fear appeal anti-speeding advertisements, using both static and dynamic measures of fear. A pattern of fear is the sequence of fear arousal and fear reduction, if any, that is felt by the viewing audience when exposed to a fear appeal advertisement. A fear-relief pattern involves arousing fear and causing the audience to experience an unpleasant feeling that is then reduced by showing the consequences of the recommended behaviour. A fear-only pattern, commonly used in road safety advertising, is created by only arousing fear and not reducing fear by providing relief components within an advertisement.