Threat Appeals to Whom For What? Effects of Threat Appeal to Persuade Quitting a Dangerous Behavior Versus Adopting a Preemptive Behavior

While threat appeals used for preventative communication tend to enhance persuasion, such appeals could fail by provoking maladaptive responses. This study shows that the effect of threat appeal differs between the two variants of preventative communication such as preventive communication and preemptive communication.



Citation:

Hyerin Ryu and Sunkyu Jun (2020) ,"Threat Appeals to Whom For What? Effects of Threat Appeal to Persuade Quitting a Dangerous Behavior Versus Adopting a Preemptive Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 642-645.

Authors

Hyerin Ryu, Sungkyunkwan University
Sunkyu Jun, Sungkyunkwan University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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