The study on which this article is based, examined whether fear appeal advertising increases the likelihood of adopting appropriate behavior and whether different racial groups perceive fear appeals pertaining to HIV/Aids communication differently. The extent of fear, attitude towards the...

The advent of service-dominant logic has led to increasing attention being given to value experienced by customers in the marketing literature. Customers’ shopping value is multidimensional and consists of two dimensions, namely utilitarian value and hedonic value. The main objective of this...