Head and Shoulders brand of medicated shampoo employed advertising in which consumers were shown using its product to overcome the 'fear' of social ostracism due to dandruff. Such fear appeals are likely to be ineffective because: The ads generally failed to show how consumers could deal with the problem The fear appeal is too threatening and consumers are likely to sereen it out The fear appeal arouses little or no anxiety. meaning that consumers are not likely to cognitively elaborate on the negative effects of not using the product The advertising lacked 'source credibility