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FEAR IN ADS

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  • 1. & : : : - . .. 2011-2012

2. : , : . / .. 2011-2012 2 3. : ( ), . , . .. 2011-2012 4. : . : : .. 2011-20124 5. .. 2011-2012 5 6. ( ( & / ) ) .. 2011-2012 7. : : - : , , : ( ) .. 2011-2012 7 8. 2 (La Tour & Shaker, 1988) . . / .. 2011-2012 9. 3 : : : , :) (self efficacy) (response-efficacy) .. 2011-20129 10. / .. 2011-2012 10 11. ( Framing the fear appeal) ?????? ? ? .. 2011-2012 12. ( Framing the fear appeal) - (riskaversion). (riskseeking). .. 2011-2012 13. (Rossiter & Thorton 2004) , .. 2011-2012 14. (fear appeal models) .. 2011-2012 15. Drive theory ( Hoveland, Janis, Kelly, 1953 ) . , . .. 2011-201215 16. Parallel Response Model ( Leventhal, 1971 ) : ,.. 2011-201216 17. Extended Parallel Process Model (Witte 1992) : : : , !!! .. 2011-201217 18. Protection Motivation Theory (Rogers 1975) 4 : ( -) .. 2011-2012 18 19. , , , , ... 2011-2012 20. (,384-322 ..) .. 2011-2012 21. Martijn A.Boermans, The communication process of persuasion and fear appeals,Vrije Universiteit AmsterdamRalph A. & The Committee on Definitions, 1963, p. 9Brian Sternthal, C. Samuel Craig, Fear Appeals: Revisited and Revised, Journal ofconsumer research ,Vol. I, December 1974John J.Wheatley, Marketing and the Use of Fear- or Anxiety-arousing Appeals,Journal of Marketing, April, 1971Michael L.Ray, William L. Wilkie, Fear: The Potential of an Appeal Neglected byMarketing, Journal of Marketing. Vol. 34 (January 1970). pp. 64-62.Gerard Hastings and Martine Stead John Webb, Fear Appeals in Social Marketing:Strategic and Ethical Reasons for Concern, HASTINGS, STEAD, AND WEBB.. 2011-2012 21 22. Tony L. Henthorne, Michael S. LaTour, Rajan Nataraajan, Fear Appeals In PrintAdvertising: An Analysis of Arousal and Ad Response, Journal of Advertising, VolumeXXn. Number 2 June 1993Punam Anand, Keller Lauren, Goldberg, Increasing the Persuasiveness of FearAppeals: The Effect of Arousal and Elaboration, Journal of consumer research Inc.Vol. 22, March 1996Michael S. Latour, Robin L. Snipes, Saraj Bliss, Dont be afraid to use fear appeals:an experimental study, Journal of advertising research March/April 1996John J.Burnrlt, Robert E.Wilkes, Fear appeals to segments only, Journal ofadvertising research, Volume 20, Number 5 October 1980Punam Amand Keller, Lauren Goldberg Block, Increasing the persuasiveness of fearappeals: The effect of arousal and elaboration, The journal of consumer research,Vol 22, No 4(Mar.1996), pp.448-459.. 2011-2012 22 23. !!! .. 2011-2012 23 24. .. 2011-2012 25. .. 2011-2012