US President Donald Trump arrives to address the National Rifle Association (NRA) Leadership Forum in Atlanta, Georgia on April 28, 2017. / AFP PHOTO / JIM WATSON (Photo credit should read JIM WATSON/AFP/Getty Images)

The phrase "sex sells" is synonymous with advertising and marketing strategy for virtually everything bought and sold. But it turns out for some merchandise, "fear sells" applies even more.

Of course the marketing for self defense or personal safety products relies heavily on fear to promote consumer purchases. But a different kind of fear propels gun sales in the United States and right now gun buyers simply are not feeling sufficiently fearful.

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Eric Church performs on stage at Tortuga Music Festivalon April 8, 2018 in Fort Lauderdale, Florida. (Photo by Jason Koerner/Getty Images)

In September 2017, at the Route 91 Harvest festival in Las Vegas, Nevada, a gunman opened fire from a hotel window onto crowds of fans there to see their favorite country music artists. 58 people were killed and an estimated more than 800 injured.

Two nights before the shooting, country music artist Eric Church headlined the festival. According to an article in Rolling Stone, Church was back at his home in Tennessee when the shooting happened. He got a text with the news and turned on his TV.

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As of February, 2018, DICK'S Sporting Goods, a sports and outdoors accessory and equipment retailer founded in 1948, operates more than 715 locations. But they just announced one product they will no longer offer in any of their stores or online: assault-style rifles.

And that was not the only change DICK's made.

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(Delta Airlines press materials)

Delta Airlines, long associated with Georgia, where it directly employs over 33,000 Georgians statewide, got a slap in the face Monday courtesy of Georgia lieutenant governor Casey Cagle. Despite Delta's status as  Georgia’s No. 1 private employer, Lt. Governor Cagle decided the National Rifle Association (NRA) deserves his loyalty and that of his state.

Cagle, backed by other Republicans in the State Senate, threatened to kill a proposed tax cut largely benefiting Delta Air Lines because the company terminated a discount fare program for the NRA.

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AUSTIN, TX - AUGUST 26: (L-R) Musicians Caleb Keeter, James Hertless, Josh Abbott, Edward Villanueva, Austin Davis, and Preston Wait of Josh Abbott Band perform in concert at Stubb's Bar-B-Q on August 26, 2016 in Austin, Texas. (Photo by Rick Kern/WireImage / Getty Images)

After Sunday's attack at the Route 91 Harvest Festival in Las Vegas, Caleb Keeter of the Josh Abbott Band had a change of heart regarding gun control and the 2nd Amendment.

Keeter is a guitarist in the band. They played at the country music festival attacked by a gunman from the 32nd floor of the Mandalay Bay Resort.

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