buyer

Some believe that this appeal can ‘wear out’ as such, and must be modernised, recycled or changed. With this belief, it is said when the focus is controlling danger (cognitive response) rather than fear (emotional response) there is a greater probability of acceptance. For example, TAC advertisements in Australia have notably reduced road accidents, as they appealed to the suffering and anguish of the general public (Schiffman et al, 1997). Some also argue that benefits from the product can be seen negatively towards the actual product. For example, a luxury car company promoting a 24-hour emergency hotline for roadside problems results in audience thinking to themselves “Why would I buy this car if it will break down halfway to the airport?” Which, although not the intended thought of the communicator, is still what the result would be. Hence, we learn that consumer e...