Psycho-Take Corona and Fear Appeal: Psycho-Insights
Keywords:Epidemiology, Fear Appeal, Infodemic, Reassuring leadership
Human being has been the most vulnerable lot amongst living species on earth. And all this is because human being has the ability to think! In fact, they think more, much more beyond requirement. Corona crisis gave humans ample time to think, yes, about pros and cons of different scenarios emerging and they tried their level best to cope up with such a situation. More so, interestingly, in this critical situation of CoViD lockdowns, there arose the psycho-connect, obviously not to be understood by the masses, but then as researchers and students of management or applied sciences, we chose to bring forward this unique write-up involving the ‘appeal’ parlance. The paper is based upon observations encountered during CoViD days right from March 2020 till today and tries to explore the situation through the ‘appeal’ lens.
Arens, W. F., Bovee, C. L. (1994), Contemporary Advertising, Richard D. Irwin, Inc., (5/e), p 239
Bagozzi, R. P., Gopinath, M., Nyer, P. U. (1999), “Role of Emotions in Marketing”, Journal of the Academy of Marketing Science, 27 (2), 184-206
Batra, R., Myers, J. G., Aaker, D. A. (1996), “Advertising and Society”, Advertising Management, Prentice Hall of India Pvt. Ltd., (5/e), 668-676
Chapman, K. (1992), “Fear Appeal Research: Perspective and Application”, Proceedings of the American Marketing Association, Summer, 1-9
Keller P. A., Block L. (1996) “Increasing the persuasiveness of Fear Appeals: The effect of arousal and elaboration”, Journal of Consumer Research, 22 (March), 448-459
Kumar, Niraj (2009), “Persuasive Communications”, Integrated Marketing Communication, Himalaya Publishing House, Mumbai (1/e), 533-537
Kuppuswamy, B. (1973), Elements of Social Psychology, Konark Publishers Pvt. Ltd.,Delhi (7/e)
Mishra, Anil (2009), “Indian Perspective about Advertising Appeal”, International Journal of Marketing Studies, 1(2), 23-34
Thorson, Esther; Shelly, Rodgers (2012), “What does Theories of Advertising mean?”, Advertising Theory, Routledge, New York, London (1/e); 3-17
Wells, W., Burnett, J., Moriarty,, S. (1998), Advertising Principles and Practice, Prentice Hall International Inc, (4/e), p 255
How to Cite
Copyright (c) 2021 Alok Kumar, Pramod Pathak
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.