Fear Based Marketing - Does it work?

Marketers used fear-based advertising to provoke a feeling in consumers, to sway them towards a perspective of thinking, whether it be positive or negative. Using the attitude toward the act of buying model, rather than the attitude toward the product itself, marketers can focus on a particular perceived consequence (or lack there of) a purchase of a product.

Image courtesy of Asia Injury Prevention Foundation

Image courtesy of WWF.org

This image, taken from the text is

trying to persuade consumers to wear

a helmet when riding a bike or motorcycle, 

an easily preventable injury with severe

 consequences. This "what-if" tactic 

triggers a response emotion in consumers.

Trees are the lungs of the Earth, they provide oxygen and are essential to survival. The WWF is showing that we are slowly eating away at the organs of mother earth, encouraging consumers to go green.





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A popular fear-based ad campaign is the anti-smoking ads. Smoking has been on the overall decline since the 60's, and between adults and students since the mid-90's.

Image courtesy of the Center for Disease Control and Prevention

Cigarette warning labels were introduced in the 60's, hence the reason for the sharp decline. Anti-cigarette ads would be a prime example of how marketing can sway opinions and expose the harmfulness that smoking entails.

Image courtesy of thetruth.com