Fear-based marketing is a strategy that uses fear to influence consumer behavior. It often highlights potential dangers or negative outcomes that could occur if a product or service is not used. This approach aims to create a sense of urgency, prompting consumers to take action to avoid the feared consequences. Commonly seen in industries like healthcare and insurance, fear-based marketing can be effective but may also lead to consumer skepticism. While it can drive sales, overusing fear can damage a brand's reputation and trustworthiness, making it essential for marketers to balance fear with positive messaging.