The Gita Series - A Triune Pilgrimage - 019 - Ch 02 - Slokas 34 to 37
Arjuna is a Kshatriya. And a Kshatriya is always driven by pride and fame. So Krishna appeals to that nature in Arjuna by saying, 'imagine the infamy that will come to you if you give up war. People will think you gave it up out of fear.'