Fear advertising

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Fear advertising is unfair or immoral advertising behavior that specifically exploits the consumer's fear or predicament to increase his own sales ( § 3 and § 4 No. 2 UWG ). It is a question of influencing the purchase decision in an unobjective manner , provided that information is no longer only provided about the risks that actually exist, but rather the irrational fear of impending dangers is consciously stoked and a feeling of helplessness is generated and exploited.

literature

  • Kerstin Knubben: Advertising using fear: Paragraph 4 No. 2 UWG Hamburg: Kovač, 2007., ISBN 3830030215