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...

Social marketers play a pivotal role in influencing consumer's food choices, which ultimately contribute to healthier societies. In 2005, approximately 1.6 billion people worldwide, and 50% of the South African population, were classified as overweight. These numbers are escalating together with...

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...