Study Of Fear Communications For New Energy Vehicles

As the automobile market growing very fast,there are more and more cars run in the streets,equipped with combustion engine,traditional cars discharge greenhouse gases and nitrogen oxides,hydrocarbons and PM2.5 through the exhaust pipe into the atmosphere,which cause great social problems.At present,there are 300 million cars in total in China,represent each year tens of millions of tons of polluting gases into the air,as well as a large number of greenhouse gases,a great threat to the health of people.Many countries and governments around the world have taken positive action to introduce new energy vehicles without emissions or very little emission to deal with the pollution caused by automobiles in the post industrial era.The new energy vehicles are not the first choice for consumers because of the inherent deficiency of it's performance,and the promotion method does not help.Therefore,it is of great significance for the new energy automobile industry to explore a communication mode to strengthen persuasive effect.On the basis of the relevant research,with the theory of fear appeal,using the experimental method,this paper discusses the impact of different threat intensity and different efficacy power on the communication effect of new energy vehicles.In the future,the results can be applied to the practice of new energy vehicles' fear appeals communication,which will provide scientific guidance and suggestions for the promotion of new energy vehicles.This study found that:(1)fear appeals can strengthen the persuasion effect of new energy vehicles promotion,the participants attitude is obviously improved;(2)at high fear arousal of automobile exhaust,the participants reading many advantages on new energy vehicles,prefer accept the new energy vehicles than those reading no outstanding advantages NEV materials;(3)at high fear arousal of car polluttion,the participants reading no prominent advantages materials are more likely to avoid threats or minimize information,than those reading many outstanding advantages materials.The interview following the experiment reveals that the respondents might be active towards new energy vehicles after the fear appeals,but they refuse to pay simply for the environmental protection,they prefer performance and price of the new energy vehicles.This also reminds manufacturers of new energy vehicles,in addition to use more persuasive means of communication,they should work hard,to improve the product performance.