... stimulated by fear appeals exacerbates the dangerous behavior For instance, a domestic-violence advertising campaign in Scotland using fear- arousing and shocking imagery was discovered, in qualitative ... marketers and especially social marketers—to reexamine their fondness for fear appeals There are genuine concerns about the broader marketing implications of fear appeals, and they may 978 HASTINGS, ... anti-drug appeals European Advances in Consumer Research, 2, 329–336 Belinoff, R (1995) Branding: Confessions of a social marketing man Social Marketing Quarterly, 2, 46–47 FEAR APPEALS IN SOCIAL...