This research advances the large amount of previous knowledge regarding the use of fear appeal in advertisements. By examining the amount of fear appeal used in gun control advertisements on both sides of the issue, this research determines what level of fear, (none, high, low) should be employed by advertisers on both sides of the gun control agenda. Additionally, this thesis determined that placement on Maslow's hierarchy of needs has a positive effect on purchase intention of firearms. This present research also discovered that previous attitude toward firearms is a predictor of purchase intention. While there is already a large base of information regarding the use of fear appeal in an advertising context, strangely, the appeal still seems misunderstood and the academic community at large seems to be divided on the issue of whether fear appeals are an effective way of persuasion, or whether using fear appeals is an effective way of conveying a message at all.
|Advisor:||Ferguson, Alice C.|
|Commitee:||Davie, William R., Dinu, Lucian F.|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 54/04M(E), Masters Abstracts International|
|Subjects:||Marketing, Behavioral psychology, Regional Studies, Mass communications|
|Keywords:||Advertising, Appeal, Fear, Firearms, Maslow, abraham, Narrative|
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