Fear Appeal Advertising: The Effect on Motherhood and Environmental Concern
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The purpose of this research is to examine the effectiveness of the fear appeal tactic in advertising to impact attitudes and behavioral intentions regarding environmental responsibility. The theory of planned behavior is used to frame this study, and the results are compared to determine if there is more of an impact on mothers than on non-mothers. The results of the study showed support for the claims that the fear appeal creates anxiety and has an impact on attitudes, that the fear appeal creates anxiety and has an impact on behavioral intentions, and that attitudes have an impact on behavioral intentions. Regarding the difference between groups, mothers did appear to show more of an impact than non-mothers in terms of behavioral intentions, but not with regard to level of anxiety or attitudes.