Revisiting fear appeals: A structural re-inquiry of the protection motivation model

Davide C. Orazi and Marta Pizzetti

International Journal of Research in Marketing, 2015, vol. 32, issue 2, 223-225

Abstract: Replicating Johnston and Warkentin (2010), we demonstrate that social influence and self-efficacy are the main drivers of compliance with fear appeals. Contrary to the original study, we find that the acknowledgment of a severe threat encourages subjects to seize on the proposed recommendation, bolstering perceptions of efficacy. With this sole exception, the original results are fully replicated in a different research context employing a different population.

Keywords: Fear appeals; Online banking; Protection motivation; Response efficacy (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:32:y:2015:i:2:p:223-225

DOI: 10.1016/j.ijresmar.2015.02.003

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