Answer:
Fear appeal.
Explanation:
In this scenario, Life insurance companies like Prudential hope to get you to worry about how your loved ones will provide for themselves once you have passed away. In order to buttress their point, they paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a fear appeal.
A fear appeal can be defined as the act of persuading potential customers to change a risky behavior by highlighting adverse or negative consequences that may arise if they do not subscribe to a service or use a particular product. The main purpose of a fear appeal is to cajole people into buying a product or using a service by using their fears as a motivation.
