The protection motivation model has contributed usefully to researchers' understanding of fear appeals in advertising. However, the empirical evidence reported to date in the literature has been mixed. This article proposes and tests a revised model including two segmenting variables as a means to resolve some of the differences evident in past research. With the use of data derived from an experimental study of juveniles' response to a range of antismoking advertising treatments, empirical support was found for the mediating role of fear in predicting behavioral intentions and for the influence of individual differences. The results, however, did not confirm the moderating role of response or self-efficacy. Future research is clearly needed to further validate the revised protection motivation model.

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Purpose -The purpose of this paper is to investigate the effects that local interpretation and the glocalisation of the Australian Hip Hop culture have on the consumption practices of members, exploring the reasons for such effects, and drawing marketing implications. Design/methodology/approach -Three principal methods of ethnographic research were used: participant observation, informal conversations, and semi-structured in-depth interviews. Findings -The findings suggest that symbolic representation within the Australian Hip Hop culture takes the form of consumption of brands congruent with the values of authenticity and self-expression at the core of the Australian Hip Hop culture. Many mass-produced Hip Hop brands originating in the USA were not perceived as authentic as their meanings were associated with commercialisation and artificiality by cultural members. Furthermore, members of the Australian Hip Hop culture appear to express authenticity by being true to themselves, refusing to imitate African-American Hip Hop style and rejecting what they perceived as "black" Hip Hop brands. Finally, members of the Australian Hip Hop culture also represented their geographical place via consumption, and used symbolic consumption as a form of subcultural capital. Originality/value -This paper fills a gap in the literature by providing a detailed analysis on the effects of interpretation and the glocalisation of the Australian Hip Hop culture on consumption.

Purpose The purpose of this study is to examine the causes of consumer stockpiling by Muslim consumers during the coronavirus (COVID-19) pandemic. Specifically, this paper examines exposure to COVID-19 information and its relationship with panic buying directly, indirectly through anxiety and as moderated by resilience. Design/methodology/approach In the early stages of the COVID-19 pandemic, this study surveys 1,006 Muslims from a sample of 1,392 UAE citizens and residents about their exposure to COVID-19 information, anxiety, resilience and panic buying. Findings Greater exposure to COVID-19 information had a direct effect on panic buying yet a much weaker indirect effect through increased anxiety. This mediating effect is only significant at moderate to high levels of resilience, suggesting panic buying is a particular coping response of resilient individuals who experience anxiety after greater exposure to COVID-19 information. Anxiety was found to increase panic buying above that directly related to COVID-19 information exposure. Social implications Findings provide some guidance for policymakers where a nuanced approach to building and directing resilience and in directing information flows are needed to curtail panic buying within their Muslim populations. Originality/value While the phenomenon of consumer stockpiling is referred to as panic buying, the findings suggest that anxiety plays a smaller role in the process than preparedness prompted by crisis-related information exposure. Furthermore, this is the first study to date to specifically examine COVID-19 related panic buying among a Muslim population.

While a substantial body of literature has examined the effect of fear appeals in advertising, few, if any, studies have looked into the ethicality of using such threatening messages, particularly for socially desirable outcomes. In this paper, a review of the different theories of ethics leads to the development of an empirical study where the effects of using both physically and socially threatening messages to encourage juveniles to develop anti-smoking behavioural intentions were tested. Using the data collected from a convenience sample of about 250 undergraduates from the University of Adelaide, the results show that fear appeals may indeed be perceived as unethical, even when used for socially desirable purposes. Moreover, social threats were perceived as more unethical and generated less fear than physical threat, suggesting that their use may be counter productive with this type of population. Finally, ethicality did not appear to relate necessarily to change in behavioural intentions.