The effect of fear on purchase intentions Academic Article uri icon


  • The parallel response paradigm, set forth by Leventhal (1970), offers an explanation that accounts for the conflicting effects of facilitation and inhibition which result from fear arousal. Using this paradigm as a framework, the relationship between fear and purchase intentions was explored in a mail survey using a window protection device as a sample product. Results revealed a positive association between fear and purchase intentions. Copyright 1984 Wiley Periodicals, Inc., A Wiley Company

published proceedings

  • Psychology and Marketing

author list (cited authors)

  • Mcdaniel, S. W., & Zeithaml, V. A.

citation count

  • 19

complete list of authors

  • Mcdaniel, Stephen W||Zeithaml, Valarie A

publication date

  • January 1984