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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