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

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

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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...

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Bibliographic Details
Main Authors: Marlize TERBLANCHE-SMIT, Nic TERBLANCHE
Format: Article
Language:English
Published: General Association of Economists from Romania 2010-11-01
Series:Theoretical and Applied Economics
Subjects:
social marketing
HIV/AIDS
fear appeals
segmentation.
Online Access:http://www.ectap.ro/articole/528.pdf
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spelling doaj-68055442af5e41a2ae472bf3f2962ee92020-11-24T23:08:15ZengGeneral Association of Economists from RomaniaTheoretical and Applied Economics1841-86782010-11-0111(552)11(552)7990The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market SegmentationMarlize TERBLANCHE-SMITNic TERBLANCHEThe 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.http://www.ectap.ro/articole/528.pdfsocial marketingHIV/AIDSfear appealssegmentation.
collection DOAJ
language English
format Article
sources DOAJ
author Marlize TERBLANCHE-SMIT
Nic TERBLANCHE
spellingShingle Marlize TERBLANCHE-SMIT
Nic TERBLANCHE
The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
Theoretical and Applied Economics
social marketing
HIV/AIDS
fear appeals
segmentation.
author_facet Marlize TERBLANCHE-SMIT
Nic TERBLANCHE
author_sort Marlize TERBLANCHE-SMIT
title The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
title_short The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
title_full The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
title_fullStr The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
title_full_unstemmed The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
title_sort effect of fear appeal hiv-aids social marketing on behaviour: evaluating the importance of market segmentation
publisher General Association of Economists from Romania
series Theoretical and Applied Economics
issn 1841-8678
publishDate 2010-11-01
description 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.
topic social marketing
HIV/AIDS
fear appeals
segmentation.
url http://www.ectap.ro/articole/528.pdf
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