Social threat appeals in commercial advertising: The moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness

@article{Faseur2015SocialTA,
  title={Social threat appeals in commercial advertising: The moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness},
  author={Tine Faseur and V. Cauberghe and L. Hudders},
  journal={Communications},
  year={2015},
  volume={40},
  pages={171 - 183}
}
  • Tine Faseur, V. Cauberghe, L. Hudders
  • Published 2015
  • Psychology
  • Communications
  • Abstract This study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad) and perceived level of… CONTINUE READING

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