Researchers probe the use of fear in marketing

It’s predominantly because people evolved to respond intuitively to all sorts of threats, rather than think about them too much. To think about them would require time and effort, so it was eminently more efficient to respond to the fear first and think about it later. Fear can have a powerful effect on our behaviour—motivating [...]

What’s the point of running an education campaign?

Some commentators have suggested that mass media campaigns are more likely to be effective when they are: - well-resourced and enduring - target a clearly defined audience - are based on advanced marketing strategies that effectively target, communicate with, and have relevance for, and credibility with, the audience - provide a credible message to which [...]