| Author(s) | Collection number | Pages | Download abstract | Download full text |
|---|---|---|---|---|
| Baliun O. O. | № 1 (71) | 238-247 |
|
|
The article presents the vision of the role of fear in convincing mass communication as a tool to influence the consumer behaviour. The application of communicative components of fear in advertising, public relations, internet marketing has been reviewed. It analyzes the information components of publications in the media about the dangers of the energy crisis in 2014 for the population of Ukraine, which was the cause of disturbing attitudes. Based on the analysis of statistical data on the dynamics of domestic sales of product groups, in particular, water heaters, boilers, solid fuel boilers, heaters, the relationship between anxiety and panic of consumers and sales results can be seen. It has been proved that the fear of the population because of “cold winter” was the cause of increased domestic sales of certain product groups.
Keywords: fear, media, market, sale, home appliances.
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