Money & Business
Marketing communications in the digital age
...psychology of risk - Fear and guilt appeals are often premised on notions of risk: that by communicating the risk involved in specific behaviours, the target audience will engage with the message (Eagle et al., 2020). Exploring this theme in more detail, Vos et al. (2017), in a study of gamblers in Australia, found that fear, in particular, evokes threats such as...