CONSUMER’S RESPONSE TO FEAR APPEALS AND THEIR EFFECTIVENESS IN ADVERTISING: CROSS-CULTURE COMPARISON OF FINNISH AND PAKISTANI CONSUMER’S ATTITUDE TOWARDS THREAT APPEALS

Abstract: Fears appeals are widely used by marketers to change consumer attitudes
and behavior across different categories. The effectiveness of fear appeals may vary
across different cultures and product categories. This research undertakes how culture
influences consumer response to fear appeals of high-involvement products such as
an automobile between Pakistani and Finnish Consumers. Educating people on road
safety and car manufacturers using fear-based messages to elicit efficacy and fear
among individuals is important. This research paper examines the effects of fear-based
messages on consumers’ product attitude, Ad attitude, and buying intentions in the
automobile industry across Finland and Pakistan. Both countries vary significantly
in cultural orientation-Feminism vs Masculinity. The study uses a 2x2-independent
group’s factorial design showing two levels of fear- Low-High. A total of 120 participants
were recruited from both countries, 60 from each country diving into four
sub-groups. Two-way ANOVA findings reveal a significant difference between the two
groups regarding their feelings/emotions towards the fear-based message. However,
empirical results indicate a non-significant impact of fear-based appeals on the two
groups’ brand attitude, Ad attitude, and information-seeking and purchase intentions.
The study has important implications for marketing professionals using fear-based
messages under different cultural orientations a significant difference between the two
groups.

 

Keywords: Fear appeals in advertising, threat appeals, cross-culture advertising, the
effectiveness of fear appeals, Finnish and Pakistani consumer