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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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