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

author list (cited authors)

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

citation count

  • 8

publication date

  • January 1984