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What is Fear Based Marketing? What marketing trends does it drive?

The fear of being 'rejected' by the opposite sex due to bad breath or pimples is a time-tested trigger used by marketers. Another is the fear of shame also called "Ego death" by Dr. Karl Albrecht. Remember those ads and urging the CIO to buy anti-virus software or a data backup solution to ensure business continuity or face the wrath of his boss?