The impact of fear on consumer behavior: based on the materials of neuromarketing research

Abstract

This article investigates the impact of the intensity of fear-inducing emotions in advertising content on the cognitive and behavioral responses of Russian consumers. The theoretical framework of the study is grounded in the principles of neuromarketing and neuro-advertising, which view emotions as a pivotal factor in consumer decision-making. The objective of the research is to identify the optimal level of fear that maximizes advertising recall without diminishing purchase intent. The empirical component of the study was conducted using a multi-method approach, specifically the Implicit Association Test (IAT) and an associative experiment focused on emotional responses. The study involved 43 respondents, who were pre-segmented based on their level of emotional susceptibility. The results confirmed the study’s hypothesis: while the use of fear enhances attention and recall, its impact on purchase intent is mediated by the audience’s individual susceptibility. For consumers with average susceptibility, fear serves as an effective tool; however, for highly susceptible individuals, it triggers aversion and a decline in purchasing activity. The study concludes that it is essential to personalize advertising content by taking into account the psychophysiological characteristics of the target audience.