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.