Fear is a psychological phenomenon that arises when a person becomes aware of a potential threat, whether real or imagined, imminent or distant. This feeling of dread varies from one individual to another, regardless of the nature of the threat. It is an emotion of fear that can be exploited by marketing, particularly in awareness campaigns.

Fear is frequently used as a lever in prevention campaigns, especially in English-speaking countries. These campaigns rely on presenting a threat (such as death or illness) linked to risky behavior (such as smoking, drinking, or speeding). This confrontation with fear generates a negative emotion that the individual seeks to overcome in order to regain their mental equilibrium, as Karine Gallopel explains.

According to Imène Bécheur, Hayan Dib, and Pierre Valette-Florence, fear is not the only emotion capable of generating stress. Other negative emotions, such as guilt or shame, are also exploited in communication, particularly in the fields of politics, consumerism, and public health. Studies show that the higher the perceived threat, the more intense the fear experienced.

The illustrations on the following pages demonstrate how fear and other negative emotions can be used effectively in communication to influence behavior.