Fear, guilt, and shame appeals in social marketing

By L. Brennan, W. Binney. 2010

364 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/58f1dea9c30cb327eb927a9732e5923699e5066b

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. Beatriz Casais
2. Andrew Smith
3. João F. Proença
4. Alexandra Bec
5. N. Scott
6. Brent Moyle

In Marketing

1. Diana Gregory‐Smith
2. Andrew Smith
3. Heidi Winklhofer
4. Verolien Cauberghe
5. N. Scott

In Sociology and Political Science

1. Beatriz Casais
2. Andrew Smith
3. Heidi Winklhofer
4. An‐Sofie Claeys
5. João F. Proença
6. Verolien Cauberghe
7. Alexandra Bec
8. Jan Leysen

Citations in the corpus

• Implications of Stealing Thunder for the Impact of Expressing Emotions in Organizational Crisis Communication (2013, background): “Much of the research on the use of emotions in this context focuses on the effects of specific discrete negative emotions such as fear and guilt (Basil, Ridgway, & Basil, 2008; Brennan & Binney, 2010; Chang, 2011; Cotte, Coulter, & Moore, 2005; Nabi, 1999).”
• Feel good, stay green: Positive affect promotes pro-environmental behaviors and mitigates compensatory “mental bookkeeping” effects (2018, neutral): “Based on this reasoning, the authors discourage the use of emotional appeals focused on fear and guilt which are often used in mass media environmental campaigns (Banerjee, Gulas, & Iyer, 2013; Brennan & Binney, 2010; Huhmann & Brotherton, 2013; Mair, 2011).”
• Emotions and dissonance in ‘ethical’ consumption choices (2013, background): “While previous research indicates that negative emotions can be effectively employed in marketing communications, it also acknowledges that, with some consumers, such appeals fail to register behavioural change (Brennan & Binney, 2010).”
• The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS (2021, background): “This question allows understanding whether positive and negative appeals are used in alternate cycles because of overuse of both directions and their weakness 1 3 or ineffectiveness caused by saturation (Brennan & Binney, 2010; Hastings et al., 2004; Slavin et al., 2007).”
• The next frontier in tourism emotion research (2019, background): “Previous research argues that negative images are more effective in influencing behavioural intentions (Brennan & Binney, 2010).”