Theoretical and Applied Economics
No. 11 / 2010 (552)
The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
Stellenbosch University, South Africa
Nic TERBLANCHE
Stellenbosch University, South Africa
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.
Contents
The de Larosière Report Regarding the new Structure of European System of Financial Supervision
Public Integrity, Economic Freedom and Governance Performance. A Comparative Study for the EU Member States and Acceding Countries
A Note on Causal Relationship between FDI and Savings in Bangladesh
The Effectiveness of Fiscal Policy in Combating Economic Crisis. An Analysis Based on the Economic Literature
The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation
Underground Economy and Corruption: the Major Problems of the Romanian Economy
Health Insurance Participation: The Role of Cognitive Ability and Risk Aversion
Suggestions for Improvement of the Methodology of Elaboration and Substantiation of Economic and Financial Investment Projects in Agriculture