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

By: Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781473953499 (ebook) :
Subject(s): DDC classification:
  • 658.802 23
Online resources: 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).

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