Fear appeals: Revisited and revised, Journal of Consumer Research
This article provides a review and analysis of fear appeals, examines their effect on consumer behavior, and discusses methodological considerations in fear research. Emphasis is given to identifying gaps in our knowledge and understanding of how fear appeals work.
Brian Sternthal, C.Samuel Craig
Sternthal, Brian, and C.Samuel Craig. 1974. Fear appeals: Revisited and revised. Journal of Consumer Research. 1(3): 22-34.