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Fear appeals between and within cultures

Abstract:

Emotions are everywhere in marketing (Bagozzi, Gopinanth, and Nyer 1999). They play a role in affective processing of marketing information, stimulate persuasion, gauge the impact of marketing communications, prompt the establishment of goals and the subsequent actions, and provide the basis for and assessment of consumer benefits. One of the “basic,”“primary,” or “innate,” emotions, is fear. However, there is increasing feeling that emotional experience, in general (and we suggest fear, in particular), is not universal and that culture plays a pivotal role in shaping emotional experience (Markus and Kitayama 1996). Rather than viewing emotions as natural or biological events that are pre-wired and self-contained, they are viewed as amalgams of component processes that reflect the functional relationship between the organism and the environment, and in the case of the self-conscious emotions, the …