The Protection Motivation Model: A Normative Model of Fear Appeals

Ridgway

Psychology and Marketing

2007

284

254

This research develops a model of consumer response to charity appeals. Using the Extended Parallel Process Model from the fear appeal literature as a foundation, the current model proposes that empathy and self-efficacy generate guilt and reduce maladaptive responses, which, in turn, shapes donation intention. The results demonstrate that the impact of empathy on charitable donation intention is fully mediated by guilt and maladaptive responses. The impact of self-efficacy is partially mediated by guilt and maladaptive responses. Therefore, both empathy and self-efficacy determine whether guilt or maladaptive responses result. This model clarifies the process through which guilt appeals operate, by identifying the roles of empathy and self-efficacy.

Section: Insights From Fear Appeal Researchmentioning

confidence: 99%

Guilt and giving: A process model of empathy and efficacy

Ridgway

Psychology and Marketing

2007

284

254

“…Over time, PMT has been used to explain the choices made by an individual when deciding whether to continue to engage in the activity or to better protect oneself (Maddux, 1993). The threatening activities previously studied were primarily health-related, involving topics such as sun tanning and skin cancer (McMath and Prentice-Dunn, 2005), lack of exercise (Fruin et al, 1991), sexually transmitted diseases (Tanner et al, 1991), and smoking (Maddux and Rogers, 1983), but research using PMT has also addressed reactions to other threats, including earthquake preparedness (Mulilis and Lippa, 1990), flood preparedness (Grothmann and Reusswig, 2006), and traffic safety (Sonmez and Graefe, 1998). This line of research revealed that while many people decided to heed the information about threats, others simply chose to ignore the same information and continue with the risky behavior.…”

Section: What Factors Influence An Individual To Post Personal Informmentioning

confidence: 99%

Social Networking Websites and Posting Personal Information: An Evaluation of Protection Motivation Theory

Marett¹,

McNab²,

Harris³

2011

THCI

Ping Zhang was the accepting Senior Editor. This article was submitted on 3/26/2010 and accepted on 7/5/2011. It was with the authors 254 days for 2 revisions. The popularity of social networking websites among Internet users continues to grow, even though social networking remains a risk for users who do not participate with caution. Using protection motivation theory (PMT) as a theoretical lens to provide a research model, and by issuing a fear appeal to social network users about the potential threat to their privacy, this study identified perceptions and beliefs held by users that influence their behavioral responses to the imposed threats. A snowball sample survey measuring the variables conceptualized by PMT was completed by 522 social network users. A time-ordered hierarchical regression analysis of the responses showed that PMT provides explanations for both adaptive and maladaptive responses, particularly for the response of hopelessness. Implications and directions for future research in this area are offered.

“…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). Fear also relates to risk-taking behaviour, as well as to protective sexual behaviour, which is now often addressed by social marketing efforts (Tudor, 2003).…”

Section: Defining Fear Appealsmentioning

confidence: 99%

“…Yet fear has been found to be an important element for social advertising campaigns (UNAIDS, 2010;Witte, 1998;LaTour & Rotfeld, 1997;Tanner et al, 1991;Witte, 1992;Beck and Lund, 1981).…”

Section: Hiv/aids Communication and Fearmentioning

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

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.