AbstractsBusiness Management & Administration

The use of fear in advertising

by Laura Zapata

Institution: Roskilde University
Year: 2014
Keywords: fear; advertising
Record ID: 1122374
Full text PDF: http://rudar.ruc.dk/handle/1800/13289


We chose this project to determine if fear has an effect when it comes to persuading and convincing in advertising. We found out that it works sometimes, but it is tricky.