Exploring the Impact of Fear Appeals on the Prevention of Shoplifting
AbstractThe present study investigates the effectiveness of fear appeals in preventing shoplifting among adolescents. We study the effects of type of punishment (social disapproval versus fines), probability of getting caught when shoplifting and severity of the punishment. Results show that social punishment messages should stress severe levels of social disapproval when the chance of getting caught is low. When social disapproval messages imply a high probability of apprehension, the severity of social rejection makes no difference for the shoplifting intentions. Finally, messages focusing on fines should depict large instead of small fines, irrespective of the communicated probability of getting caught
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Bibliographic InfoPaper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 10/668.
Length: 28 pages
Date of creation: Sep 2010
Date of revision:
demography prediction; demographic targeting; web advertising; Random Forests; web user profiling; clickstream analysis;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-10-23 (All new papers)
- NEP-CBE-2010-10-23 (Cognitive & Behavioural Economics)
- NEP-MIC-2010-10-23 (Microeconomics)
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