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Journal of Business Ethics

, Volume 19, Issue 3, pp 273–285 | Cite as

A Model of the Effects of Self-efficacy on the Perceived Ethicality and Performance of Fear Appeals in Advertising

  • Robin L. Snipes
  • Michael S. LaTour
  • Sara J. Bliss
Article

Abstract

The primary purpose of this study was to better understand the effects of consumers' perceived self-efficacy on their perceptions of the ethicality of a fear appeal and subsequent attitudes towards the ad, the brand, and purchase intentions. In this study, a total of 305 consumer responses were investigated to determine attitudes toward a fear appeal ad. The results suggest that the use of strong fear appeals may not be perceived as unethical if consumers feel they can use the recommended product to effectively eliminate the threat posed by the ad.

Keywords

Economic Growth Purchase Intention Consumer Response Subsequent Attitude Fear Appeal 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Kluwer Academic Publishers 1999

Authors and Affiliations

  • Robin L. Snipes
    • 1
  • Michael S. LaTour
    • 2
  • Sara J. Bliss
    • 3
  1. 1.Department of Business Administration, Abbott Turner School of BusinessColumbus State UniversityColumbus
  2. 2.Department of Marketing and Transportation, College of BusinessAuburn UniversityAuburn
  3. 3.Department of Management, College of BusinessAuburn UniversityAuburn

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