What is the hidden-fear appeal?

The hidden-fear appeal is a marketing strategy that taps into consumers' underlying fears or anxieties, often related to personal safety, social acceptance, or health concerns. By highlighting potential negative outcomes or risks associated with not using a product or service, advertisers aim to provoke an emotional response that drives consumers to take action. This tactic can create a sense of urgency, prompting individuals to purchase a solution that alleviates their fears. However, it must be used ethically to avoid manipulation.