The Appropriateness of Fear Appeal use for Health Care Marketing to the Elderly: Is It OK to Scare Granny?  

Oleh:

Benet, Suzeanne ; Pitts, Robert E. ; LaTour, Michael

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 12 no. 1 (Jan. 1993), page 45-56.
Topik: Fear Appeal; Health Care Marketing; the Elderly

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.16 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In this paper we explore the intersection of three topics which have historically been singled our for ethical considerations 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 communication are examined both in terms of function and ethical concersn. Overall, our review of the theoretical underpinnings of fear-based communication and the psychological characteristics does not indicate that the elderly of today are particularly vulnerable. 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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