Fear Appeal

Evaluating the Effect of the Fear Appeal in Advertising: Implications for Information Operation Campaigns

ABSTRACT

Assuming the use of the fear appeal is dominant in Information Operations (IO), to undermine the will of the adversary, this paper critically evaluates five decades of research in marketing communications on the effectiveness of fear appeals. An attempt is made to determine how these findings might relate to the IO context, given the special circumstances of these campaigns. A discussion of how market research might be used to determine the effectiveness of fear appeals used in IO campaigns follows, given the special contexts in which they are undertaken (for example, Afghanistan). Implications for how practitioners apply and modify marketing research techniques are also discussed.

Published In

Volume 8, Issue 1

Written By

Paul Baines

Journal of Information Warfare

The definitive publication for the best and latest research and analysis on information warfare, information operations, and cyber crime. Available in traditional hard copy or online.

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The definitive publication for the best and latest research and analysis on information warfare, information operations, and cyber crime. Available in traditional hard copy or online.

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