You work for the advertising division of a car company, and your team is reviewing advertisements for a new safety feature. You are deciding between an ad with a low-fear message (which simply mentions the feature without demonstrating it), an ad with a moderate-fear message (which shows how the feature can help drivers avert accidents), and an ad with a high-fear message (which shows a horrific collision resulting from driving in a car without the feature). All else being equal, research on fear-based messaging would suggest that you should air ____.

Question

Quizplus · Accepted Answer

Research on fear-based messaging suggests that moderate levels of fear in advertisements can be effective because they grab attention and highlight the importance of the message without causing viewers to tune out or react negatively, as might happen with high-fear messages. Low-fear messages might not capture attention as effectively.

You Work for the Advertising Division of a Car Company