Which of the following is true about fear when it is used in an advertisement?
A) Fear will get a consumer to pay attention but will rarely get a consumer to take action.
B) Fear is best used at very low or almost unrecognizable levels.
C) Fear works best when the consumer doesn't think about the ad too much.
D) Fear can work when it's believable and the ad shows a clear way out.

Question

Which of the following is true about fear when it is used in an advertisement? 
A) Fear will get a consumer to pay attention but will rarely get a consumer to take action. 
B) Fear is best used at very low or almost unrecognizable levels. 
C) Fear works best when the consumer doesn't think about the ad too much. 
D) Fear can work when it's believable and the ad shows a clear way out.

Quizplus · Accepted Answer

Fear can be effective in advertising when it is believable and the ad provides a clear solution or way out. For example, an ad for home security systems may use fear to show the potential consequences of a break-in, but also offer the solution of purchasing their security system for protection. This can motivate the consumer to take action.

Which of the Following Is True About Fear When It