It was difficult searching for the origins or founders of Fear Appeal Theory. After vigorous research I found an article written in 1974 that briefly highlights the studies and experiments utilizing fear appeal data as far back as 1953. Before then, it seems that it was common knowledge that fear was a form of marketing persuasion however there were no studies to back that opinion.
Sternthal, B., & Craig, C. S. (1974). Fear Appeals: Revisited and Revised. Journal of Consumer Research, 1(3), 22–34. http://www.jstor.org/stable/2488776
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