2012•Unpublished venueOpen access

PERSUASIVENESS OF ONLINE ADVERTISEMENT WITH FEAR APPEALS: THE INFLUENCE OF SELF-REGULATORY FOCUS AND INVOLVEMENT

Chih‐Chien Wang, Hsien-Tung Tsai, Ming-Chian Lee

Abstract

This study investigates the influence of self-regulatory focus on the persuasiveness of online advertisement having fear appeals. The empirical survey results of 170 voluntary participants revealed that content with fear appeals could be used to persuade audiences with self-regulatory prevention focus.

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Available abstract

Key concepts: Regulatory focus theory, Fear appeal, Advertising, Psychology, Focus (optics), Social psychology, Empirical research, Business