Death imagery in antipoaching advertising

Tae Hyun Baek, Sukki Yoon

Research output: Contribution to journalArticlepeer-review

13 Citations (SciVal)


In three studies, death imagery and regulatory focus are examined for their effects in wildlife protection campaigns. Images of death are found to lead to positive intentions to conserve wildlife through fear, but only when ads are prevention-focused rather than promotion-focused. In Study 1, participants who view an image of a dead elephant indicate feeling fear and stronger intentions to conserve wildlife. In Study 2, participants who view a prevention-focused ad depicting a dead rhino indicate stronger intentions to sign a wildlife conservation pledge, but the effect is attenuated when the ad is promotion-focused. Study 3 finds similar results using the image of a dead tiger. Theoretical insights and practical implications are discussed.

Original languageEnglish
Pages (from-to)1684-1695
Number of pages12
JournalPsychology and Marketing
Issue number12
StatePublished - Dec 2020

Bibliographical note

Publisher Copyright:
© 2020 Wiley Periodicals LLC


  • antipoaching advertising
  • death imagery
  • fear
  • regulatory focus
  • wildlife conservation behavior

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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