Content area
Abstract
Issues relevant to using fear appeals in promoting health care issues to the elderly are explored with a consumer psychologist's theoretical view of fear appeals. The assumption of the elderly market's vulnerability and indicants of social or psychological function which would differentiate the elderly recipients of marketing communications are examined both in terms of function and in terms of ethical concerns. A review of the theoretical underpinnings of fear-based communication and the psychological characteristics does not indicate that the elderly of today are particularly vulnerable. While the elderly are probably somewhat more dogmatic than younger consumers and perhaps view outcomes from the perspective of their age, there are no indications that their psychological responses to fear-based appeals differ significantly from those of younger consumers.