Fear advertisements: influencing consumers to make better health decisions

• Autores: Anjala Selena Krishen, My Buib
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 34, Nº. 3, 2015, págs. 533-548
• Idioma: inglés
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• Resumen

  • From a goal-theoretic framework, this paper proposes that fear-based framing of health messages can lead to positive decision intentions, thus helping consumers make better future health-related choices. Across two experiments, findings demonstrate that the type of advertisement (fear versus hope) and food prime (indulgent versus non-indulgent) interact to determine goal-related choice focus - such as subsequent indulgence intention or intention to implement an exercise health goal. Research implications include the suggestion that if marketers properly execute fear-primed promotional messages with non-indulgent food offerings, they can satisfy the notion that 'One good health decision can lead to another.'