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| Author: | LaTour, M.S. Tanner, J.F. Jr. |
| Title: | Radon: Appealing to our fears |
| Journal: | Psychology & Marketing
2003 : MAY, VOL. 20:5, p. 377-394 |
| Index terms: | Advertising Service Public sector Health Risk Motivation Psychology |
| Language: | eng |
| Abstract: | This study examines the psychological response to the threat of radon gas. It contributes new information to the theoretical literature pertaining to fear appeals in general, and the threat to children from radon gas in particular. Those with children in the home were more motivated to call for information simply as the result of adding a vivid "x-ray sizzle effect" to an otherwise identical video stimulus. When the effect is not in the advertisement, people without children in the house were more motivated to call. Theoretical insights into why this occurred are offered. There are also additional results reported. |
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