In marketing as well as in social
marketing communication, fear
appeals have been used as persuasive tools to
influence behavior change and have extensively
been used for various behavioral change
programs. A comprehensive literature review was
conducted related to fear appeals in the domain
of social marketing from scientific journals of
repute. Such type of systematic literature review
on fear appeals in social marketing has not been
extensively conducted to set future research to set
agenda for bringing sustained behavior changes.
Although fear appeals have influenced behavior
changes, they were not being proved effective for
a longer period. The group centered approaches
using the group as a unit of analysis has shown
better results as compared to one-way
communication based on emotional fear appeals.
This research paper sets an agenda for future
research using group centered and participatory
paradigm to make fear appeals more effective in
the long run.
1-Farooq Ahmad Visiting Faculty, Department of Management Science, International Islamic University, Islamabad, Pakistan.2-Syed Ali Raza Hamid Assistant Professor,Hamdard Institute of Management Sciences, Hamdard University, Islamabad Campus, Pakistan.3-Muhammad Nawaz Qaisar Independent Scholar,
Social Marketing, Behavioral Changes, Fear Appeals, Participatory Paradigm, Group-Centered Approaches