The Use of Positive and Negative Appeals in Social Marketing: A Research Proposal on History of European HIV Prevention ADS

Beatriz Casais and João F Proença

No 315, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Findings on the effectiveness of positive and negative appeals in social marketing are contradictory. This research proposal focuses on the three-decade historical use of positive and negative appeals in European HIV prevention social marketing ads in order to understand when, how and why these appeals have been used. This information is important for social marketers understanding of the role of both approaches and how they may be used most effectiv ely

Keywords: Social Marketing; Fear Appeals; Positive Appeals; Historical Research (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-his and nep-mkt
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