| Source: University of Auckland (UoA)
Gruesome smoking warnings and frightening obesity statistics use fear to drive behaviour change. But a University of Auckland researcher says it might be time to try a different approach. Marketing lecturer Dr Saira Raza Khan, whose work focuses on consumer well-being and meaningful consumption, says gratitude can be more effective than fear when it comes to promoting healthier choices. “I don’t think fear in advertising is beneficial for people’s mental health and well-being,” says Khan. “We’re already going through negative emotions in relation to other elements of our lives – the news, work stress, etc. Why not use emotions in health advertising that promote well-being?” Her article, published in the Journal of Advertising Research, examines how different emotional appeals (fear and gratitude) influence people’s responses to diet-related messages. “Fear t |
