Dictionary of Marketing Terms: fear appeal
fear appeal
advertising that attempts to create anxiety in the consumer on the basis of fear, so that the consumer is encouraged to resolve this fear by purchasing the product or service. For example, an advertisement may use people's fear of offending or of rejection to influence them to purchase personal products such as mouthwash or deodorant. Another example of fear appeal is an advertisement for fire insurance that pictures a family devastated by the fire that has destroyed their home.
