Atalay, A. Selin; El Kihal, Siham; Pfrang, Thilo - In: Psychology & Marketing 39 (2022) 9, pp. 1677-1686
We explore the effectiveness of empowerment‐messages in two contexts of fear caused by an existential threat: COVID‐19 pandemic and economic fear. We show in a field experiment that an empowerment‐message, which increased sales of an online retailer by 13% before COVID‐19 lockdowns when...
