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A content analysis of fear appeal advertising in Canada, China, and France

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  • Bartikowski, Boris
  • Laroche, Michel
  • Richard, Marie-Odile

Abstract

We content analyzed 4155 Chinese, French, and Canadian print ads to examine how fear advertising differs across countries or cultures. Findings show that advertisers use fear appeals more frequently in Canada and China than in France. Moreover, fear appeals appear in all three countries more frequently for convenience than for shopping-type products, and more frequently for shopping than for search-type products. Beauty and personal care products, as well as drugs and medical products are more prone to fear appeals than all other product categories. However, the frequency of fear appeals in relation to the product category varies across countries. We also find variations in relation to types of fear appeals. Social and self-esteem fear appeals appear most frequently in China, while physical fear appeals are most dominant in France and Canada, and economic fear appeals most frequent in France.

Suggested Citation

  • Bartikowski, Boris & Laroche, Michel & Richard, Marie-Odile, 2019. "A content analysis of fear appeal advertising in Canada, China, and France," Journal of Business Research, Elsevier, vol. 103(C), pages 232-239.
    • Handle: RePEc:eee:jbrese:v:103:y:2019:i:c:p:232-239
    DOI: 10.1016/j.jbusres.2019.01.049
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    References listed on IDEAS

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    Cited by:

    1. Vespestad, May Kristin & Clancy, Anne, 2021. "Exploring the use of content analysis methodology in consumer research," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Pablo Farías, 2020. "The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile," IJERPH, MDPI, vol. 17(23), pages 1-15, December.
    3. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    4. Xia, Hui & Yang, Yuqing & Wang, Xinchun, 2025. "Too pretty to resist? Exploring the impact of virtual influencers’ beauty level on consumer reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    5. Fu, Shixuan & Zheng, Xiaojiang & Wang, Hongpeng & Luo, Yunzhong, 2023. "Fear appeals and coping appeals for health product promotion: Impulsive purchasing or psychological distancing?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Chih-Ching Yu & Ching Lu, 2023. "Reassessing the Impact of Fear Appeals in Sustainable Consumption Communication: An Investigation into Message Types and Message Foci," Sustainability, MDPI, vol. 15(23), pages 1-18, November.

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