Is it ethical to use fear appeals to increase demand for the following? Be sure

Question

Is it ethical to use fear appeals to increase demand for the following? Be sure to explain why or why not.

1) Complexion medication among teenagers.

2) Dandruff-control shampoos among adults.

3)Emergency response devices among elderly consumers.

4) Weight-loss supplements for young women?

Be sure to bring in outside information.

consumer behavior

Is it ethical to use fear appeals to increase demand for the following? Be sure to explain why or why not.

1) Complexion medication among teenagers.

2) Dandruff-control shampoos among adults.

3)Emergency response devices among elderly consumers.

4) Weight-loss supplements for young women?

Be sure to bring in outside information.

consumer behavior

Explanation / Answer

Fear appeal in advertising is used to increase demand and can be ethical depending how the positioning of the product is being done. Marketers use fear appeals to intend the audience to use or not to use a product and make them aware about the risks associated with the same. The persuasion leads to change in behavior and can increase the demands for products, services in various categories and is being usually used by sharing associated risks to the targeted audience.

Let us discuss each of the conditions given to understand in various scenarios.

1. Complexion medication among teenagers:- Teenagers are inclined to have fair complexion and are inspired by TV or movie stars. They follow them and think to get the fair complexion like those models. Here in this case it is being noticed that company sells fairness products by having some celebrity endorsing the brand; in this case, if product do not have any harm and the positioning is in positive manner this can be ethical, although on other hand if it is being positioned in some different way, wherein fear is being created and negative resemblance is there, then it is being considered as unethical.

2. Dandruff control shampoos among adults: Controlling dandruff is something which every person wants to have. Shampoo companies fear the people in different ways and makes an appeal to use their product. Having dandruff is a natural effect and if company have positive results then it is absolutely ethical to use the fear appeal.

3. Emergency response devices among elderly consumers: Emergency response devices are important thing to be used by elderly consumers. This is known fact that these devices can save lives even. Making an advertisement which educates the consumers about devices is absolutely fine and can be ethical. But if negatively displayed and creating unnecessary fears among elders is unethical.

4. Weight-loss supplements for young women: Women are concerned about loosing the weight and the supplements if they are good and do not cause any harm or side effects are certainly good. Marketer when creating an advertisement sharing awayness that this will not be harmful and do not have chemical and all, should be good and ethical. And in case showing negative impacts which creates fear and may result in loss of relationships or damage in health is again unethical

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