The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising
Social advertising campaigns address anti-social behavior and pandemics, like HIV/AIDS, with the intention to bring about social change. The effectiveness of advertising is strongly influenced by its ability to target a specific, preferably homogeneous, target market. Advertising in South Africa is often targeted at a heterogeneous audience with a standardized message. The HIV/AIDS pandemic in South Africa is a major concern, especially amongst adolescents, and the main advertising campaign LoveLife does not seem to be producing the desired results.
KeywordsBehavioural Intention Point Likert Type Scale Emotional Stability Efficacy Belief Response Efficacy
Unable to display preview. Download preview PDF.
- Avert (2008), “The South African national HIV survey.” Available via ww.avert.org/safricastats.html.Accessed 10 Mar 2008.
- Burnett, J.J. & Wilkes, .E. (1980), “Fear appeals to segments only,” in: Journal of Advertising Research, 20(5), 21-24.Google Scholar
- Henthorne, T.L., LaTour, M.S. & Nataraajan,R. (1993), “Fear appeals in print advertising: an analysis of arousal and ad response,” Journal of Advertising, 22(2), 59-68.Google Scholar
- Hergenhahn, B.R. & Olson, M.H. (2003), “An introduction to theories of personality,” (6th ed.) Pearson Education, New Jersey.Google Scholar
- Janis, I.L. (1967), “Effects of fear arousal on attitude change: recent developments in theory and experimental research,” in Berkowitz, L. (ed.), Advances in experimental social psychology (3rd ed.), Academic Press, New York, 166-225.Google Scholar
- LaTour, M.S. & Rotfeld, H.J. (1997), “There are threats and (maybe) fear-caused arousal: Theory and confusions of appeals to fear and fear arousal itself,” Journal of Advertising, 26(3), 45-59.Google Scholar
- Malhotra, N.K. & Birks, D.F. (2007), “Marketing research: An applied approach,” (3rd ed.). Prentice Hall, London.Google Scholar
- Peng, T. (2006), “South Africa: LoveLife Faces Up to Funding Cuts And Critics,” In: Business Day. Available via. http://allafrica.com/stories/html, Accessed 12 Jun 2008.
- Quinn, V., Meenaghan, T. and Brannick, T. (1992), “Fear appeals: segmentation is the way to go,” International Journal of Advertising, 11, 355-366.Google Scholar
- Rogers, R.W. (1983), “Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation,” in: L. Cacioppo and R. Petty (eds.), Social Psychophysiology, Guilford, New York, 153-176.Google Scholar
- Tay, R.; Ozanne, L. and Santiono, J. (2000), “Advertising and road safety: a segmentation approach,” Proceedings of ANZMAC 2000 Conference Visionary Marketing for the 21st Century: Facing the Challenges, 1248-1251, Australia.Google Scholar
- Witte, K. (1998), “Theory-based interventions and evaluation of outreach efforts,” Seattle, WA. in: National Network of Libraries of Medicine, Pacific Northwest Region. Available via http://www.nnlm.nlm.nih.gov/pnr/eval/witte.html, Accessed 17 May 2008.