An Exploratory Study on Fear Based Marketing Practices
Author(s):
M. Pratham Varma, Md. Akhtar Unnesha, Dr. Madhusmita Choudhury
Keywords:
advertisement strategy, customer’s emotions, fear, peer endorsement, perception
Abstract
Fear based marketing plays a crucial role in marketing. It affects the buying preferences of the consumer. It helps in the development of the brand in a long run. Brands use this to gain a sustainable competitive advantage amongst others. This creates an uncertainty in the minds of the consumers and they end up purchasing the products even if they are not necessary for them. Can be considered ethical if it raises the societal awareness in the correct manner. Although causes mishap but helps in the growth and development of businesses.
Article Details
Unique Paper ID: 156640

Publication Volume & Issue: Volume 9, Issue 4

Page(s): 455 - 458
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