The second half of this present year was full of big events. First, the British people decided to leave the European Union and Now the United States people decide to have Mr. Trump as a president. Big decisions, but what about the outcomes? For The Brexit, we saw the Pound's value decreasing to levels never reached before, Businesses thinking of relocation, people protesting "Brigret" and the government is still uncertain whether to trigger the article 50 or find a way to regain the European Union before it is too late. The second event is quite new, how successful the united state will be under Mr. Trump presidency cannot be predicted at this stage.
What concerns me the most and what I wanted to share with you in this article is on which basis those decisions have been taken? In my opinion, Fear appeal advertising has something to do here?
Let’s find out first what it is. Then I will outline how fear can be a major motivation in decision-making.
