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The 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.

This study used Ajzen's theory of planned behaviour (TPB) to investigate the role of attitude (A), subjective norm (SN) and perceived behavioural control (PBC) on the intention to purchase AFVs in the South African market and thus empirically testing the hierarchical attitude-behaviour model of consumer behaviour.Method: A quantitative research methodology was followed and a self-administered, Internetbased survey instrument was used to collect data from 196 South African respondents. Results:The findings indicate significant relationships between A (β = 0.61), SN (β = 0.26), and PBC (β = 0.13) and behavioural intention. These findings support literature and emphasise that (1) attitudinal factors have the biggest influence on intention, (2) the perceived support and encouragement of referent others are important considerations for individuals and (3) control factors play a critical role in consumers' decision to purchase an AFV. Conclusion:In order to create effective marketing strategies for AFVs retailers and marketers should focus on the impact of attitude, subjective norm (SN) and perceived behavioural control (PBC) to influence behavioural intention.

The purpose of social advertising is to influence human behaviour for societal benefit. Given concern about the Aids pandemic in South Africa, this study used structural equation modelling and partial least squares to investigate whether the use of fear in social advertising increases the likelihood of adopting appropriate behaviour pertaining to HIV/Aids prevention. Fear, attitude towards the advertisements, severity, susceptibility, response efficacy and self-efficacy were examined for their effect on behavioural intent of young adults within specific market segments. Relationships were found among susceptibility, fear, attitude, and behavioural intent, and different relationship paths were identified for segments based on gender and culture/racial groupings. These differences show the value in tailoring fear appeals to different segments when addressing social cause advertisements.

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