Effects of Fear Appeals on Advertising Attitude-The Moderating Effect of Guilt and Message Framing

• Main Authors: Liao, Feng-Yu, 廖烽宇
• Other Authors: Ko, Hui-Ling
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/cwh97x

碩士 === 國立屏東大學 === 國際貿易學系碩士班 === 105 === Because of eco-consciousness has been growing recently. Many firms promote the environmental friendly products through the green issue, such as natural dishwashing, organic food, green tableware. Advertising is the most commonly to be used in marketing communication. Many firms used different advertising appeals to grab consumers’ attention by enhancing the effectiveness of advertising in order to achieve the benefits of publicity. The purpose of this study was to determine the effect of fear appeal on consumer attitude and the moderating role of guilty and message framing. A 2x2 (high-fear / low-fear vs. positive /negative message framing) experiment was designed, and 165 samples were collected. The results indicated that: 1. high fear appeal produce stronger consumer attitude; 2.the effect of fear appeal on consumer attitude was moderated by guilty and message framing. Based on these findings, this paper offers suggestions for future advertising campaigns. Finally, the study according to the study findings making the frame of suggestions of practice. To make enterprises market in favor of environmentally friendly products on the strategy and achieve the benefits of advertising in order to change of consuming habits. Therefore, the corporates not only establish a good corporate image but implement corporate social responsibility. At the same time, we can protect the ecological environment and maintain the sustainable development of ecology with the government and the community.