📄 Abstract
This study investigates the psychological impact of fear-based advertising in India's insurance sector, examining Life Insurance Corporation of India (LIC) campaigns through a neuromarketing lens. While traditional neuromarketing employs costly neuroimaging techniques, this research adopts an accessible survey-based approach to measure emotional responses and purchase intentions among Indian consumers. A quantitative cross-sectional study was conducted with 250 participants aged 25-60, selected through stratified random sampling. Participants viewed three fear-based LIC advertisements and completed validated instruments: Fear Appeal Effectiveness Scale (perceived severity and vulnerability), Self-Assessment Manikin (emotional valence and arousal), and Behavioral Intention Scale. Data analysis employed descriptive statistics, Pearson correlations, regression analysis, and ANOVA using SPSS. Results demonstrated that fear appeals generated moderate-to-high emotional arousal and negative valence. Strong positive correlations emerged between fear appeal intensity and emotional arousal and purchase intention. Multiple regression analysis revealed emotional arousal and perceived vulnerability as significant predictors of insurance purchase likelihood, explaining 24% of variance (R² = 0.24). Age-based analysis showed participants aged 31-40 exhibited highest purchase intentions, indicating demographic-specific effectiveness patterns. Findings confirm that fear-based advertising generates meaningful emotional and behavioral responses measurable through cost-effective survey methods, validating neuromarketing principles without expensive neuroimaging.
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📚 How to Cite:
Ms. Tanul Jain, Mr. Subhash Gupta , DECODING FEAR IN ADVERTISING: A CONSUMER RESPONSE STUDY ON LIC'S INSURANCE CAMPAIGNS , Volume 12 , Issue 9, september 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) , DOI: https://doi.org/10.36713/epra23988