The profession of marketing in Vietnam is considered still being in its infancy (Nguyen & Rowley, 2015). It is, therefore, fathomable that unfair fear marketing tactics are still employed by several firms in the country, although they have long been perceived as controversial, and possibly unethical, by consumers in more developed countries. Cited by Arthur & Quester (2003: 12), Spence and Moinpour, 1972; LaTour, Snipes and Bliss, 1996 indicate that fear appeals generally impressively present the consequences of the unconformity to the recommendations of the sponsors. Citing many previous scholars, Leventhal, Singer & Jones, 1965; Dabbs & Leventhal, 1966; Rippetoe & Rogers, 1987; Quinn, Meenaghan & Brannick, 1992; Brouwers & Sorrentino, 1993;
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This report first explores previous literatures, mostly about developed countries, on fear marketing and ethicality. The Vietnamese consumer perception of Corporate Social Responsibility (CSR) practices and the examples of unethical fear marketing practices in the food and beverage industry in Vietnam are then discussed. Subsequently, some possible suggestions for the diminution of these unethical marketing tactics in Vietnam are proposed, including the voluntary adoption of CSR of firms, more powerful competition regulations, multifaceted social media and consumer …show more content…
Farnworth (2014); Bao (2016); an article named ‘From fear to black advertising’ (own translation) (2016) argue that there are three main steps of a fear marketing tactic PAS, namely, Problem: alarming a threat (often from a trustworthy organization) to draw public attention; Agitate: aggravating the threats; and Solution: launching a new product to eliminate the threat and compete with other players in the
This report first explores previous literatures, mostly about developed countries, on fear marketing and ethicality. The Vietnamese consumer perception of Corporate Social Responsibility (CSR) practices and the examples of unethical fear marketing practices in the food and beverage industry in Vietnam are then discussed. Subsequently, some possible suggestions for the diminution of these unethical marketing tactics in Vietnam are proposed, including the voluntary adoption of CSR of firms, more powerful competition regulations, multifaceted social media and consumer …show more content…
Farnworth (2014); Bao (2016); an article named ‘From fear to black advertising’ (own translation) (2016) argue that there are three main steps of a fear marketing tactic PAS, namely, Problem: alarming a threat (often from a trustworthy organization) to draw public attention; Agitate: aggravating the threats; and Solution: launching a new product to eliminate the threat and compete with other players in the