HIV/Aids marketing communication and the role of fear, efficacy, and cultural characteristics in promoting social change

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dc.contributor.authorTerblanche-Smit M.
dc.contributor.authorTerblanche N.S.
dc.date.accessioned2011-10-13T16:58:51Z
dc.date.available2011-10-13T16:58:51Z
dc.date.issued2011-10-13
dc.description.abstractThe HIV/Aids pandemic is a major concern in Africa, and South Africa's major marketing communication campaigns do not seem to be producing the expected results. This study investigates whether the use of fear appeal marketing communication increases the likelihood of adopting appropriate social behaviour, and if different cultural or racial groups vary in their perception of different fear appeals, namely high, medium, and low fear, pertaining to HIV/Aids marketing communication. The role of fear and efficacy beliefs is analysed by using experimental research techniques to ascertain the influence of different levels of fear appeals. The findings indicate differences amongst cultural or racial groups pertaining to levels of fear and efficacy experienced after exposure to high fear appeals compared with lower fear appeals. © 2011 John Wiley & Sons, Ltd.
dc.description.versionArticle in Press
dc.identifier.citationJournal of Public Affairs
dc.identifier.citationhttp://www.scopus.com/inward/record.url?eid=2-s2.0-80052239302&partnerID=40&md5=065094b8701eb67c4c09ae2057215258
dc.identifier.issn14723891
dc.identifier.other10.1002/pa.420
dc.identifier.urihttp://hdl.handle.net/10019.1/16880
dc.titleHIV/Aids marketing communication and the role of fear, efficacy, and cultural characteristics in promoting social change
dc.typeArticle in Press
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