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Selling Fear Across Ethnic Consumers: Modeling Emotional Arousal And Validating The Impact Of Galvanic Skin Responses In Advertising, Sindy Chapa, Olivia Bravo
Selling Fear Across Ethnic Consumers: Modeling Emotional Arousal And Validating The Impact Of Galvanic Skin Responses In Advertising, Sindy Chapa, Olivia Bravo
Association of Marketing Theory and Practice Proceedings 2017
The purpose of this study is to explore how fear-appeal advertising impacts young adults in a multi-ethnic society. This study combines self-reported measures and a skin-galvanic psychological test to measure the impact that fear-appeal advertising has among ethnic groups. Using a one-ad experimental design, results shows significant differences among ethnic groups indicating that the levels of arousal evoked by a “fear-appeal” advertisement were highest across Asian Americans followed by Hispanic American, African-Americans, and then Non-Hispanic Whites. Overall, a proposed model reveals emotions outweigh attitudes toward the ad on the manipulation of fear-appeal advertising.