The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising

  • Marlize Terblanche-Smit
  • Nic S. Terblanche


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.


Behavioural Intention Point Likert Type Scale Emotional Stability Efficacy Belief Response Efficacy 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Marlize Terblanche-Smit
    • 1
  • Nic S. Terblanche
    • 1
  1. 1.University of StellenboschSouth Africa

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