Fear as Psycho- physiological Strategy in TV Advertisements: Measuring Fear-arousal through Body Sensory Network in Youth

Authors

  • Mudasar Hussain Shah The Department of Communication and Media ,Studies, University of Sargodha
  • Saima Kausar The Department of Communication and Media ,Studies, University of Sargodha
  • Maryam Waqas Department of Mass Communication, National University of Modern Languages, Lahore Campus, Lahore

Keywords:

Fear appeals, advertising, body sensory network, youth, Pakistan

Abstract

This study unveiled the effects of fear appeals and its psycho-physiological effects on consumers’ observed self-efficacy and perception on the advertising content, brand and purchase intent of youth. In the state of Covid-19 when fear of infection and death from the virus constantly prevails across the globe, fear appeals in television advertisements reinforced to create psycho-physiological effects. For this purpose, a triangulation method is used to explore and find the latent causation of fear with potential consumers. An experimental design on one group test (pre and post) from 110 respondents (11x10) on the stimulus of two advertisements containing fear appeals and from the similar respondent their body temperature, pulse and blood pressure were measured.  Their psychological responses have taken on the well-structured questionnaire on the youth from ages ranging 18-35 years. The finding of the study reveals that there are impulsive interim effects of fear appeals in advertising observed psycho-physiological situation of respondents.

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Published

2021-12-31

How to Cite

Hussain Shah, M., Kausar, S. ., & Waqas, M. . (2021). Fear as Psycho- physiological Strategy in TV Advertisements: Measuring Fear-arousal through Body Sensory Network in Youth . Pakistan Journal of Media Sciences, 2(2), 1–25. Retrieved from https://media-sciences.com/index.php/pjms/article/view/47

Issue

Section

Articles in English