. >> adam walter is a professor of marketing at the nyu stearns school of business.e says entrepreneurs like darren and dave use fear in a very direct way to market their products. >> what i would like you to do is make your plan and work your plan. >> one of the keys is if people are feeling fearful, you give them a tool or tools to deal with that fear. you give them a sense of control. >> i equate it back to insurance. our demographic is people who want to be comfortable and survive if there's an emergency. >> they actually manage the fear, overcome it. even though the chance of something bad happening is more, we want to know it's something we don't have to worry about. >> fear is a strange emotion because it's beneficial, but it's also very destructive at the same time. >> like many preppers, dave, the store manager, lives on a compound at this remote location. he keeps his family and emergency supplies secured behind this steel fence. >> let's say it's a terrorist attack or major earthquake or crash of the dollar, when that takes place, i highly suggest somebody