Write a 3–4-page assessment in which you examine how advertising manipulates emotions, particularly fear.

Write a 3–4-page assessment in which you examine how advertising manipulates emotions, particularly fear.

Fear is not only a powerful emotion but also a powerful motivator. Advertisers know this and use fear appeal in advertising messages as a tactic to motivate their target audience into behaving in a certain way.

Suggested Resources

The following optional resources are provided to support you in completing the assessment or to provide a helpful context. For aIDitional resources, refer to the Research Resources and Supplemental Resources in the left navigation menu of your courseroom.

Library Resources

The following e-books or articles from the Capella University Library are linked directly in this course. Note: Some of the articles listed are fairly old and are included here because they are considered seminal works in the field.

• Cook, I. A., Warren, C., Pajot, S. K., Schairer, D., & Leuchter, A. F. (2011). Regional brain activation with advertising images. Journal of Neuroscience, Psychology, and Economics, 4(3), 147–160.
• Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and loving in Las Vegas: Evolution, emotion, and persuasion. Journal of Marketing Research, 46(3), 384–395.
• Hastings, G., Stead, M., & Webb, J. (2004). Fear appeals in social marketing: Strategic and ethical reasons for concern. Psychology & Marketing, 21(11), 961–986.
• Moore, D. J., & Lee, S. P. (2012). How advertising influences consumption impulses: The role of visualization, anticipated emotions, taste anticipation, and hedonic rationalization. Journal of Advertising, 41(3), 107–120.
• Mukherjee, A., & Dubé, L. (2012). Mixing emotions: The use of humor in fear advertising. Journal of Consumer Behaviour, 11(2), 147–161.
• Park, T., & Salvendy, G. (2012). Emotional factors in advertising via mobile phones. Intl Journal of Human-Computer Interaction, 28(9), 597–612.
• Parry, S., Jones, R., Stern, P., & Robinson, M. (2013). ‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising. Journal of Consumer Behaviour, 12(2), 112–121.
• Rossiter, J. R., & Jones, S. (2004). Special issue editorial: Fear appeals in social marketing campaigns. Psychology & Marketing, 21(11), 885–887.