Fear Appeals in Print Advertising: An Analysis of Arousal and Ad Response

Henthorne, Tony L.; LaTour, Michael S.; Nataraajan, Rajan

doi:10.1080/00913367.1993.10673404

Cited by 141 publications

(107 citation statements)

References 28 publications

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“…One motivation for such practice is the pursuit of an insignificant x 2 statistic, which is much more likely in a model with relatively few degrees of freedom. In the extreme, a model that could consist of dozens of items is reduced to a saturated theoretical model with each construct represented by composites resulting in 0 degrees of freedom and "perfect" fit (Henthorne, LaTour, and Nataraajan 1993). Thus, the switch from individual items in the CFA to composites in the theoretical model is essentially a cosmetic change that produces a more enticing appearance based on overattention to p values.…”

Section: Theoretical Modelsmentioning

confidence: 99%

Covariance-Based Structural Equation Modeling in theJournal of Advertising: Review and Recommendations

Hair

Babin

Krey

2017

Journal of Advertising

512

225

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Section: Theoretical Modelsmentioning

confidence: 99%

Covariance-Based Structural Equation Modeling in theJournal of Advertising: Review and Recommendations

Hair

Babin

Krey

2017

Journal of Advertising

512

225

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“…This is because the Malay culture deems as overtly sexual will be considered as unacceptable and even unethical (LaTour & Henthorne, 1993). Malays in Malaysia are still very much conservative.…”

Section: Discussionmentioning

confidence: 99%

“…The questionnaire had two sections: the first was for demographic; the second covered four propositions which is attitude towards advertisement (Henthorne et al, 1993), attitude towards product (Maheswaran & Sternthal, 1990), purchase intention (Maheswaran & Sternthal, 1990), and word of mouth (Becker & Kaldenberg, 2000). The questionnaires chosen for this research used six-point scale questionnaires.…”

Section: Literatumentioning

confidence: 99%

Malaysian Malay’s Perspective on Printed Sexy Advertisement

Krisnan¹,

Run²

2016

IJBM

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This paper sets out to extend current knowledge on reaction towards different levels of sexiness in printed advertisement by Malaysian Malays. This research test these affected based on male models in the communication and advertising literature on Malay in Malaysia utilizing questionnaire based on a set of different levels of sexiness in advertisement. The advertisement used was for non-controversial product (perfume) but some of the advertisement was contentious. Researcher used three levels of advertisements; a fully clothed male model, a revealing attire male model, and a partially sexy male model. Data collected was analyzed using Mean and compared against the response of male and female respondents. Findings indicates that Malay respondents preferred to view fully clothed advertisement followed by revealing attire and partially sexy advertisements. Main limitation for this research is the study used three different advertisements, but each respondents saw only one. Future research will benefit from further improvement (use female and both male and female models) and replication to other ethnic groups. Implications for business are then provided in this paper.

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“…Fear appeal literature indicates that fear can be described by mood adjectives, including feeling frightened, anxious, and/or nauseous, and also by ratings of concern or worry, for instance about a negative health outcome like contracting HIV through unprotected sex (LaTour &Tanner, 2003;LaTour & Rotfeld, 1997;Henthorne, LaTour & Nataraajan, 1993;Rogers, 1983). Fear of contracting HIV thus seems to motivate actions, namely changing sexual behaviour, aimed at reducing these unpleasant emotions (Tanner, Hunt & Eppright, 1991;LaTour & Zahra, 1989).…”

Section: Defining Fear Appealsmentioning

confidence: 99%

HIV/Aids fear appeal advertisements directed at different market segments: Some considerations for corporate sponsors and NPO’s

Terblanche-Smit

Terblanché

2013

SAJBM

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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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Fear Appeals in Print Advertising: An Analysis of Arousal and Ad Response

Cited by 141 publications

References 28 publications

Covariance-Based Structural Equation Modeling in theJournal of Advertising: Review and Recommendations

Covariance-Based Structural Equation Modeling in theJournal of Advertising: Review and Recommendations

Malaysian Malay’s Perspective on Printed Sexy Advertisement

HIV/Aids fear appeal advertisements directed at different market segments: Some considerations for corporate sponsors and NPO’s

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