The appropriateness of fear appeal use for health care marketing to the elderly: Is it OK to scare granny? [Book Review]
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Ezio Di Nucci
Jack Alan Reynolds
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Journal of Business Ethics 12 (1):45 - 55 (1993)
In this paper we explore the intersection of three topics which have historically been singled out for ethical consideration in advertising and marketing: the use of fear appeals, marketing to the elderly, and the marketing of health care services and products. Issues relevant to using fear appeals in promoting health care issues to the elderly are explored with a consumer psychologist's theoretical view of fear appeals. Next the assumption of the elderly market's vulnerability and indicants of social or psychological function which would differentiate the elderly recipients of marketing communications are examined both in terms of function and ethical concerns.Overall, our review of the theoretical underpinnings of fear-based communication and the psychological characteristics does not indicate that the elderly of today are particularlyvulnerable. While the elderly are probably somewhat more dogmatic than younger consumers and perhaps view outcomes from the perspective of their age, there are no indications that their psychological responses to fear-based appeals differ significantly from those of younger consumers
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References found in this work BETA
John Tsalikis & David J. Fritzsche (1989). Business ethics: A literature review with a focus on marketing ethics. [REVIEW] Journal of Business Ethics 8 (9):695 - 743.
Michael R. Hyman & Richard Tansey (1990). The Ethics of Psychoactive Ads. Journal of Business Ethics 9 (2):105 - 114.
Citations of this work BETA
Bodo B. Schlegelmilch & Magdalena Öberseder (2010). Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends. Journal of Business Ethics 93 (1):1-19.
Caroline Moraes & Nina Michaelidou (forthcoming). Introduction to the Special Thematic Symposium on the Ethics of Controversial Online Advertising. Journal of Business Ethics.
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