I'm Afraid, But Am I Persuaded? How to Make Fear Appeals More Effective

Eugenia Wu, Duke University, USA
[ to cite ]:
Eugenia Wu (2010) ,"I'm Afraid, But Am I Persuaded? How to Make Fear Appeals More Effective", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 216-219 .