What do Listerine and the EFF have in common? Howard Feldman writes they both use a specific type of marketing, which speaks to our fears.
It might sound like the beginning of a poor joke. But it is quite serious. What do Listerine and the EFF have in common? If the answer isn't apparent, we could add anti-smoking campaigns, tax collection and even the Covid vaccine. All the above use the technique known as "fear-based marketing".