Influence of Fear and Humour Appeal in Advertising Among Selected Students of Olabisi Onabanjo University

Abstract

This study investigates the impact of fear and humour appeals in advertising among students of Olabisi Onabanjo University. A quantitative experimental design was employed, using questionnaires administered to Mass Communication students to evaluate their cognitive, behavioural, and emotional responses after exposure to both appeals. Grounded in Emotional Arousal Theory and the Elaboration Likelihood Model, the study explores how emotional stimuli influence consumer reactions and decision-making. Findings reveal that humour appeals significantly enhance engagement and purchase intention compared to fear appeals, which, although effective in attracting attention, often trigger mixed emotions leading to disengagement, particularly among male respondents. Conversely, humour fosters positive brand associations and immediate consumer action. While both appeals have distinct persuasive strengths, humour is especially effective with young audiences, whereas fear can instill urgency but may not resonate universally. The study recommends that advertisers use humour-based strategies to build brand engagement and positive relations with youth audiences. When employing fear, campaigns should provide clear, actionable solutions to sustain interest.