Blood donation is dependent on the goodwill of people to voluntarily donate blood, without financial reward. Focus groups with Irish third level students, and interviews with key personnel involved in the blood donation process were conducted. Altruism is still the biggest reason why third level...

Initiation into smoking is largely a childhood phenomenon, with more than 75% of all smokers in Ireland starting smoking before they reach the age of 18. Focus groups were conducted, where teenage girls were shown various anti-smoking advertisements and cigarette packages containing anti-smoking...

Findings on the effectiveness of positive and negative appeals in social marketing are contradictory. This research proposal focuses on the three-decade historical use of positive and negative appeals in European HIV prevention social marketing ads in order to understand when, how and why these...

Estimates from the Irish National Cancer Registry show that lung cancer is increasing by 3% a year in women. From being a predominantly male disease for the past fifty years, lung cancer will be predominantly a female disease by 2020. The United States' FDA classifies smoking as a "pediatric...

Ireland has one of the highest rates of binge drinking among university students in the world. Binge drinking has been identified as the number one substance abuse problem in university life. Women are at an increased risk from alcohol use because they need less alcohol per kilogram of body...

The HIV/AIDS pandemic is a major concern worldwide, and in South Africa some marketing communication campaigns do not seem to be producing the expected results. This research investigates whether the use of fear increases the likelihood of adopting appropriate behaviour and if different racial...

The increase in various social problems has caused practitioners to review fear appeals in order to influence behaviour. The Aids pandemic is a major concern and some advertising campaigns do not seem to be producing the expected results. This study used structural equation modelling to...