Abstract
A Study on the Effect of Fear Appeal Advertisement
with Focusing on the Strength of Fear and Level of Anxiety -the
Mediated Effect of the Occurrence Probability of Fear
and the Coping Response
Lee, Si -hoon(Assistant Professor, Dept. of Advertising
& PR, Keimyung University) Hong, Chang -sun(M.
D. Student, Keimyung University)
This study aims to examine detailed process that
fear appeal has an influence on the advertisement effects
focusing on the strength of fear, the level of anxiety,
the occurrence probability of fear and coping response.
That is, it aims to contribute to establishing proper
fear effect strategy by examining the effects of fear
appeal through detailed cause and effect process.
As a result of verifying the hypothesiss, the follows
found; Firstly it was found that the difference in the
probability of occurrence according to the level of
anxiety and the strength of fear appeal was insignificant.
Secondly it was found that the problem solving response
did not become higher as the probability of occurrence
becomes higher, but problem avoiding response did not
become lower as the probability of occurrence becomes
higher, and this hypothesis was partially adopted. Lastly
the problem solving response did not affect the advertisement
effect. However, problem avoiding response was found
to affect the advertisement effect of attitude such
as advertisement attitude and anti-smoking attitude.
Key words : fear appeal, occurrence probability of
fear, coping response, strength of fear, level of anxiety
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