Examining the effect of fear patterns with repeated exposures



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).


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.

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