The Power of Negative Visualizations: When Fear Appeals Motivate Consumer Behavior

Kamila Sobol, Concordia University, Canada
Marilyn Giroux, Auckland University of Technology, New Zealand
The authors employ the technique of visualization to understand instances when fear appeals are, and are not, efficient at motivating behavior. Results reveal that processing style is a key determinant of the visualization’s motivational outcome, and that affect is an important driving force behind the effects of fear visualizations.
[ to cite ]:
Kamila Sobol and Marilyn Giroux (2017) ,"The Power of Negative Visualizations: When Fear Appeals Motivate Consumer Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 892-893.