Using fear appeals in advertising for AIDS prevention in the college-age population.

Michael S. LaTour · Robert E. Pitts

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Media Influence and Health Risk Perception and Management Behavioral Health and Interventions

Abstract

A multiple-indicator model reveals the impact of AIDS prevention advertising on dimensions of arousal and subsequent cognitive impressions of the advertisement. Exploratory results obtained from a sample of college students indicate that levels of arousal and impressions of the advertisement vary according to emphasis on the deadly consequences of AIDS. These findings have strategic implications for addressing important target groups such as college students.

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2013Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement 2012Mixing emotions: The use of humor in fear advertising 1996Don’t Be Afraid to Use Fear Appeals: An Experimental Study 2006Are sex and death taboos in advertising?1993Marketing Ethics: Onward toward Greater Expectations 2017Determining the main factors affecting consumers’ acceptance of ethical advertising: A review of the Jordanian market 1993The appropriateness of fear appeal use for health care marketing to the elderly: Is it OK to scare granny?2006The Impact of Program Context on Motivational System Activation and Subsequent Effects on Processing a Fear Appeal

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