[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 위협의 강도와 불안수준에 따른 위협소구 광고의 효과 연구

출처: 한국방송광고공사 - 광고연구

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