Final answer:
The use of a strong fear appeal in marketing does not always yield a positive audience reaction. Too strong a fear appeal can result in avoidance or disbelief, and its effectiveness depends on various factors like the credibility of the speaker and the appropriateness of the message.
Step-by-step explanation:
The statement that when the fear appeal used by a marketing message is too strong, it always causes the audience to react positively is false. A fear appeal in marketing means that the message invokes fear in consumers to persuade them to take a specific action or adopt a certain behavior. However, this approach does not guarantee a positive reaction; in fact, if the fear appeal is too intense, it can backfire and lead to avoidance behaviors or disbelief in the message.
Features of the source of the persuasive message, such as the credibility of the speaker and the physical attractiveness, play a crucial role in the message's efficacy. Renowned actors and athletes often leverage these features to enhance persuasion in advertisements. Nonetheless, the effectiveness of any emotional appeal, including fear, largely depends on its appropriateness and the consumers' perception of the messenger's credibility. At times, overuse of fear can lead to desensitization or mistrust towards the message or the brand.