How disgust enhances the effectiveness of fear appeals

Journal Article (Journal Article)

The current research explores the role of disgust in enhancing compliance with fear appeals. Despite its frequent use in advertising and prevalence in consumer settings, little is known about the specific role that disgust plays in persuasion. This article explores the unique characteristics of disgust and examines its distinctive effect on persuasion. The results across a series of four studies demonstrate that adding disgust to a fear appeal appreciably enhances message persuasion and compliance beyond that of appeals that elicit only fear. Importantly, the results trace the persuasive effects of disgust to its strong and immediate avoidance reaction. © 2012, American Marketing Association.

Full Text

Duke Authors

Cited Authors

  • Morales, AC; Wu, EC; Fitzsimons, GJ

Published Date

  • January 1, 2012

Published In

Volume / Issue

  • 49 / 3

Start / End Page

  • 383 - 393

International Standard Serial Number (ISSN)

  • 0022-2437

Digital Object Identifier (DOI)

  • 10.1509/jmr.07.0364

Citation Source

  • Scopus