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This study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a  threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health  communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates  the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad)  and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem  individuals fear evoked by a social threat is effective only when perceived self-efficacy is increased (in line with the EPPM).  However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitude and  purchase intention in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of  appeals in which a positive social situation is shown.

communications

Social threat appeals in commercial advertising: The moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness