2 options
Do fear appeals lead to a change in behaviour? / Breda McCarthy.
SAGE knowledge Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- McCarthy, Breda, author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Social marketing--Case studies.
- Social marketing.
- Communication in marketing--Case studies.
- Communication in marketing.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- Summary:
- This purpose of this case is to facilitate the exploration of marketing communications in the public health sector. Several factors have contributed to the decline in cigarette smoking in Australia; these include mass media advertising, cultural change and government legislation. Policies such as smoking bans in certain locations, increased taxes on tobacco products, warning labels on packages and plain packaging laws have all contributed to a decline in smoking in Australia. The case study shows that fear appeals or shock tactics are common in public health campaigns. Research shows the stronger the fear appeal the more persuasive a fear appeal is, although some writers advise caution before resorting to fear appeals.
- Notes:
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on May 3, 2016).
- ISBN:
- 9781473953499
- OCLC:
- 1017727962
- Access Restriction:
- Restricted for use by site license.
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.