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...

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...

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...