The study on which this article is based, examined whether fear appeal advertising increases the likelihood of adopting appropriate behavior and whether different racial groups perceive fear appeals pertaining to HIV/Aids communication differently. The extent of fear, attitude towards the...

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...