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A Review on Fear Appeals in Social Marketing: Setting Future Research Agenda

Author

Listed:
  • Farooq Ahmad

    (Visiting Faculty, Department of Management Science, International Islamic University, Islamabad, Pakistan.)

  • Syed Ali Raza Hamid

    (Assistant Professor,Hamdard Institute of Management Sciences, Hamdard University, Islamabad Campus, Pakistan.)

  • Muhammad Nawaz Qaisar

    (Independent Scholar,)

Abstract

In marketing as well as in social marketing communication, fear appeals have been used as persuasive tools to influence behavior change and have extensively been used for various behavioral change programs. A comprehensive literature review was conducted related to fear appeals in the domain of social marketing from scientific journals of repute. Such type of systematic literature review on fear appeals in social marketing has not been extensively conducted to set future research to set agenda for bringing sustained behavior changes. Although fear appeals have influenced behavior changes, they were not being proved effective for a longer period. The group centered approaches using the group as a unit of analysis has shown better results as compared to one-way communication based on emotional fear appeals. This research paper sets an agenda for future research using group centered and participatory paradigm to make fear appeals more effective in the long run.

Suggested Citation

  • Farooq Ahmad & Syed Ali Raza Hamid & Muhammad Nawaz Qaisar, 2019. "A Review on Fear Appeals in Social Marketing: Setting Future Research Agenda," Global Economics Review, Humanity Only, vol. 4(4), pages 1-11, December.
    • Handle: RePEc:aaw:journl:v:4:y:2019:i:4:p:1-11
    DOI: 10.31703/ger.2019(IV-IV).01
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    References listed on IDEAS

    as
    1. Sobh, Rana, 2011. "Approaching what we hope for and avoiding what we fear: A study of women’s concern with visible signs of skin aging," Australasian marketing journal, Elsevier, vol. 19(2), pages 122-130.
    2. Farooq Ahmad & Muhammad Kamran Naqi Khan & Shazia Hassan, 2018. "Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change," Global Social Sciences Review, Humanity Only, vol. 3(2), pages 321-344, June.
    3. Kuvaas, Bard & Selart, Marcus, 2004. "Effects of attribute framing on cognitive processing and evaluation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 95(2), pages 198-207, November.
    4. Evans, W.D. & Pattanayak, S.K. & Young, S. & Buszin, J. & Rai, S. & Bihm, Jasmine Wallace, 2014. "Social marketing of water and sanitation products: A systematic review of peer-reviewed literature," Social Science & Medicine, Elsevier, vol. 110(C), pages 18-25.
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    More about this item

    Keywords

    Social Marketing; Behavioral Changes; Fear Appeals; Participatory Paradigm; Group-Centered Approaches;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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