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Do fear appeals lead to a change in behaviour? / Breda McCarthy.

Av: Materialtyp: TextSerie: Utgivningsuppgift: [London] : SAGE, 2016Beskrivning: 1 online resource : illustrations (black and white, and colour)Innehållstyp:
  • text
  • still image
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781473953499 (ebook) :
Ämnen: DDK-klassifikation:
  • 658.802 23
Onlineresurser: This purpose of this case is to facilitate the exploration of marketing communications in the public health sector. Several factors have contributed to the decline in cigarette smoking in Australia; these include mass media advertising, cultural change and government legislation. Policies such as smoking bans in certain locations, increased taxes on tobacco products, warning labels on packages and plain packaging laws have all contributed to a decline in smoking in Australia. The case study shows that fear appeals or shock tactics are common in public health campaigns. Research shows the stronger the fear appeal the more persuasive a fear appeal is, although some writers advise caution before resorting to fear appeals.
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This purpose of this case is to facilitate the exploration of marketing communications in the public health sector. Several factors have contributed to the decline in cigarette smoking in Australia; these include mass media advertising, cultural change and government legislation. Policies such as smoking bans in certain locations, increased taxes on tobacco products, warning labels on packages and plain packaging laws have all contributed to a decline in smoking in Australia. The case study shows that fear appeals or shock tactics are common in public health campaigns. Research shows the stronger the fear appeal the more persuasive a fear appeal is, although some writers advise caution before resorting to fear appeals.

Description based on online resource; title from home page (viewed on May 3, 2016).

Licensed e-book