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Theoretical and Applied Economics
No. 11 / 2010 (552)

The Effect of Fear Appeal HIV-AIDS Social Marketing on Behaviour: Evaluating the Importance of Market Segmentation

Marlize TERBLANCHE-SMIT
Stellenbosch University, South Africa
Nic TERBLANCHE
Stellenbosch University, South Africa

Abstract. 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 investigate whether the use of fear increases the likelihood of adopting appropriate behaviour pertaining to HIV/Aids prevention. Fear, attitude towards the advertisements, severity, susceptibility and efficacy were examined to ascertain the influence of fear appeals on a specific market segment. The findings of this paper indicate a relationship among susceptibility, fear, attitude and behavioural intent.

Keywords: social marketing; HIV/AIDS; fear appeals; segmentation.

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