The Effect of Fear Appeal HIV/AIDS Social Marketing on Behavior: Evaluating the Importance of Market Segmentation

Marlize Terblanche-Smit

No 67, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: The increase in various social problems has caused practitioners to review fear appeals in order to influence behaviour. The Aids pandemic is a major concern and some advertising campaigns do not seem to be producing the expected results. This study used structural equation modelling to investigate whether the use of fear increases the likelihood of adopting appropriate behaviour pertaining to HIV/Aids prevention. Fear, attitude towards the advertisements, severity, susceptibility and efficacy were examined to ascertain the influence of fear appeals on a specific market segment. The findings of this paper indicate a relationship among susceptibility, fear, attitude and behavioural intent.

Keywords: Social Marketing; HIV/AIDS; Fear Appeals; Segmentation (search for similar items in EconPapers)
Date: 2010-05-24
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.apas.admpubl.snspa.ro/handle/2010/98
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to www.apas.admpubl.snspa.ro:80 (A connection attempt failed because the connected party did not properly respond after a period of time, or established connection failed because connected host has failed to respond.)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:nsu:apasro:67

Access Statistics for this paper

More papers in Apas Papers from Academic Public Administration Studies Archive - APAS Contact information at EDIRC.
Bibliographic data for series maintained by Ani Matei (amatei@snspa.ro).