The Protection Motivation Model: A Normative Model of Fear Appeals

Marketing researchers have questioned the use of the fear appeal, believing it to be too difficult to implement properly. AIDS, drug abuse, and other social problems have caused practitioners to return to the fear appeal, but with little direction from marketing theory. The protection motivation par...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing 1991-07, Vol.55 (3), p.36-45
Main Authors: Tanner, John F., Hunt, James B., Eppright, David R.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Cognitive models
Condoms
Effectiveness
Emotional expression
Emotions
Fear
Fear & phobias
Maladaptive behavior
Marketing
Methods
Motivation
Protection
Sexually transmitted diseases
Social psychology
Statistical analysis
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Marketing researchers have questioned the use of the fear appeal, believing it to be too difficult to implement properly. AIDS, drug abuse, and other social problems have caused practitioners to return to the fear appeal, but with little direction from marketing theory. The protection motivation paradigm offers a prescriptive model to improve the effectiveness of the fear appeal. The authors propose and empirically test several changes to the PM model. Results indicate that fear appeals should present certain material in a specified order and attack maladaptive behaviors.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224299105500304