The influence of fear marketing on consumer behaviour

Abstract

Tobacco consumption is a problem that is known for many years and the use of fear appeals clearly made an impact on smokers and non-smokers. The introduction of new warning labels, showing gruesome pictures changed the way the consumer behaves. The purpose of the study was to determine and investigate the influence of fear marketing on consumer behaviour. This research project adopted a qualitative approach based on a focus group. Data gathered was structured and analysed using thematic analysis. The study focused on determining the subject's feedback on the introduction of the new graphic warnings. The study also studied the difference between Text-only warnings and Graphical warnings. It was also investigated whether the sources of pictorial warnings were trustworthy and whether such fear appeals prompted smokers in kicking the habit. Such warnings are considered to be a key tool in fighting this global epidemic. The Focus group reported that new graphic health warnings were noticed and they were highly effective when compared to text-only warnings. Subjects claimed that linking text messages with pictorial messages proved to be effective and ideal. Moreover, gender did not appear related to how participants responded to warning labels. Participants were asked for recommendations on how can fear appeals be presented in order to increase their effectiveness. The study suggests an enlargement of warnings as it was concluded that the larger the warnings the more effective they are. Moreover, packs should provide the smoker with relevant information for those seeking help in trying to quit.