Cochrane, L.Quester, P.2006-12-032006-12-032005Journal of International Consumer Marketing, 2005; 17(2-3):7-320896-15301528-7068http://hdl.handle.net/2440/17596The effects of using fear when advertising products associated with different levels of involvement were examined in this study. Based on Petty and Cacioppo’s theory of persuasion, it was expected that a fear appeal would be more effective for a high involvement product than for a low involvement product. Furthermore, based on the idea that fear is one of the basic emotions, no difference was expected between consumer groups of contrasted cultural background. Results suggest that fear appeals are indeed processed differently for high and low involvement products. However, attitudes toward the brand did not significantly differ according to product involvement levels. Similarly, while nationality/cul- tural background influenced respondents’ evaluation of the advert itself, this effect did not carry over to attitudes toward the brand. The results suggest that global marketers and advertisers contemplating the use of fear in their communication campaigns should be mindful of the particular context in which they operate. © 2005 by The Haworth Press, Inc. All rights reserved.enJournal article002005194910.1300/J046v17n02_022-s2.0-8501150062453990Quester, P. [0000-0001-6872-6973]