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Race and attitude formation in HIV/Aids fear advertising

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  • Terblanche-Smit, Marlize
  • Terblanche, Nic S.

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.

Suggested Citation

  • Terblanche-Smit, Marlize & Terblanche, Nic S., 2010. "Race and attitude formation in HIV/Aids fear advertising," Journal of Business Research, Elsevier, vol. 63(2), pages 121-125, February.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:2:p:121-125
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    References listed on IDEAS

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    1. Leventhal, H., 1971. "Fear appeals and persuasion: the differentiation of a motivational construct," American Journal of Public Health, American Public Health Association, vol. 61(6), pages 1208-1224.
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    Cited by:

    1. Beatriz Casais & João F. Proença, 2022. "The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 623-647, September.
    2. Bartikowski, Boris & Laroche, Michel & Richard, Marie-Odile, 2019. "A content analysis of fear appeal advertising in Canada, China, and France," Journal of Business Research, Elsevier, vol. 103(C), pages 232-239.
    3. McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, vol. 66(11), pages 2245-2251.

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