 Race and attitude formation in HIV/Aids fear advertisingMarlize Terblanche-Smit and Nic S. Terblanche Journal of Business Research, 2010, vol. 63, issue 2, 121-125 Abstract: The study on which this article is based, examined whether fear appeal advertising increases the likelihood of adopting appropriate behavior and whether different racial groups perceive fear appeals pertaining to HIV/Aids communication differently. The extent of fear, attitude towards the advertisements, as well as threat and efficacy were also investigated to ascertain the influence of different levels of fear appeals. Social marketing programs address various pandemics and anti-social behavior, where citizens act in conflict with accepted social conduct. The use of fear as a motivation in advertising places emphasis on the severity of the threat. Marketing practitioners, believing the message is too difficult to implement, have questioned the use of fear appeal advertising messages. The findings of this study indicate differences among racial groups pertaining to levels of fear and attitude towards advertisements, as well as differences in threat and efficacy experienced after exposure to high fear appeals compared to other appeals. Keywords: Social; marketing; communication; Advertising; Fear; appeals; HIV/Aids; South; Africa (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:2:p:121-125 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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