The Impact of Different Levels of Fear Appeal HIV/AIDS Social Advertising and Racial Characteristics on Fear, Attitude and Efficacy

The HIV/AIDS pandemic is a major concern worldwide, and in South Africa some marketing communication campaigns do not seem to be producing the expected results. This research investigates whether the use of fear increases the likelihood of adopting appropriate behaviour and if different racial groups perceive fear appeals pertaining to HIV/AIDS communication differently. The roles of fear, attitude and efficacy are examined to ascertain the influence of fear appeal levels. The findings of this paper indicate differences among racial groups with higher levels of fear and attitudinal change, as well as differences in efficacy experienced, after exposure to high fear appeals compared to other appeals.