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Effective anti-tobacco ads should either scare or disgust viewers, MU study reveals

A new study from the University of Missouri found that anti-tobacco ads focusing on either fear or disgust increase attention and memory in viewers. However, ads combining both elements decrease viewers' attention and memory. The researchers suggest that the combination of fear and disgust can make an ad 'too noxious' for the viewer.

SourceUniversity of Missouri-Columbia·JournalHealth Communication·DateOct 22, 2008

Fear of 'cooties' keeps shoppers from the till — study

A study found that consumers are less likely to buy a product if they believe it has been touched by someone else, with the value of the product being perceived as diminished. The researchers determined that disgust is the underlying reason for this phenomenon, and that its level increases with the perception of touch or use.

SourceUniversity of Alberta·JournalJournal of Marketing·DateMay 2, 2006

Prejudices evolved, says ASU study

A new study by Arizona State University researchers found that prejudices exist towards different groups of people, with distinct flavors characterized by fear, disgust, anger, and more. The study suggests that interventions to reduce inappropriate prejudices against different groups may need to be tailored accordingly.

SourceArizona State University·JournalJournal of Personality and Social Psychology·DateMay 25, 2005