Abstract
The present study aims to study the effect of consumers’ perceptions of H1N1 threat and of succeeding fear emotions on their coping responses and intentions to be vaccinated in a naturalistic setting. The findings reveal that increasing levels of threat appraisal significantly increases fear emotions. Coping appraisal intervenes between fear emotions and coping responses. The results support the propositions of the Ordered Protection Motivation Model (OPMM). Information source, source credibility, rumors, public media news, reference groups’ preferences and religious attitudes have moderating influences as well.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bagozzi, R.P., M. Gopinath and P.U. Nyer. 1999. “The Role of Emotions in Marketing.” Journal of the Academy of Marketing Science 27(2): 184-206.
Donovan, R. J. and N. Henley.1997.“Negative Outcomes, Threats and Threat Appeals:Widening The Conceptual Framework for The Study of Fear and Other Emotions in Social Marketing Communications.” Social Marketing Quarterly 4 (5): 56-67.
Eppright D. R., J.B. Hunt, J. F. Jr. Tanner and G.R. Franke. 2002. “Fear, Coping, and Information: A Pilot Study on Motivating a Healthy Response.” Health Marketing Quarterly 20(1): 51-73.
Fehr, B. and J. A. Russell. 1984. “Concept of Emotion Viewed From a Prototype Perspective.” Journal of Experimental Psychology: General 113:464-86.
Gore, T. D. and C. B Cheryl. 2005. “Testing The Theoretical Design of a Health Risk Message: Reexamining The Major Tenets of The Extended Parallel Process Model.” Health Education and Behavior 32 (1): 27-41.
Hastings, G., M. Stead and J. Webb. 2004. “Fear Appeals in Social Marketing: Strategic and Ethical Reasons for Concern.” Psychology and Marketing 21(11): 961-86.
Izard, C. E. 1977. Human Emotions. New York: Plenum Press.
O’Neill, S. and S. Nicholson-Cole. 2009. “Fear Won’t Do It”: Promoting Positive Engagement with Climate Change Through Visual and Iconic Representations.” Science Communication 30(3): 355-79.
Phillip, S., J. Schwartz, D. Kirson and C. O’Connor. 1987. “Emotion Knowledge: Further Exploration of a Prototype Approach.” Journal of Personality and Social Psychology 52 (6): 1061-86.
Prentice-Dunn, S., B. F. Mcmath and R. J. Cramer. 2009. “Protection Motivation Theory and Stages of Change in Sun Protective Behavior.” Journal of Health Psychology 14(2): 297-305.
Quinn, V., A. Meenaghan and T. Brannick. 1992. “Fear Appeals: Segmentation is The Way to Go.” International Journal of Advertising 11: 355-66.
Rippetoe, P. A. and R.W. Rogers. 1987. “Effects Of Components of Protection Motivation Theory on Adaptive and Maladaptive Coping with a Health Threat.” Journal of Personality and Social Psychology 52: 596-604.
Rogers, R.W. 1975.“Protection Motivation Theory of Fear Appeals and Attitude Change.” The Journal of Psychology. 91:93-114.
Rogers, R. W. 1983. “Cognitive and Physiological Processes in Fear Appeals and Attitude Change: A Revised Theory of Protection Motivation.” In Social Psychophysiology. Eds. John Cacioppo and Richard Petty. New York: Guilford Press
Rotfeld, H. 1988. “Fear Appeals and Persuasion: Assumption and Errors in Advertising Research.” Current Issues and Research in Advertising 11: 21-40.
Schoenbachler, D. D and T. E. Whittler. 1996. “Adolescent Processing of Social and Physical Threat Communications.” Journal of Advertising 25(4): 37-55.
Sharma, S., R. M. Durand and O. Gur-Arie. 1981. “Identification and Analysis of Moderator Variables.” Journal of Marketing Research 18: 291-300.
Spence H. E. and R. Moinpour. 1972. “Fear Appeals in Marketing- A Social Perspective.” Journal of Marketing 36(July):39-43.
Lazarus, R.S. 1991. Emotion and Adaptation. New York: Oxford University Press.
Sternthal, B. and C. S. Craig. 1974. “Fear Appeals: Revisited and Revised.” Journal of Consumer Research 1: 22-34.
Tanner, J. F., J. B Hunt and D. R. Eppright. 1991. “The Protection Motivation Model: A Normative Model of Fear Appeals.” Journal of Marketing 55: 36-45.
Tay, R., B. Watson and O. Radbourne. 2001. “The Influence of Fear Arousal and Perceived Efficacy on the Acceptance and Rejection of Road Safety Advertising Message.” Policing and Education Conference. Melbourne.
Umeh, K. 2004. “Cognitive Appraisals, Maladaptive Coping and Past Behavior in Protection Motivation.” Psychology and Health 19(6): 719-35.
Unger, L.S. and J.M. Stearns. 1983. “The Use of Fear and Guilt Messages in Television Advertising: Issues and Evidence.” In American Marketing Association Educators’ Proceedings Eds. P.E. Murphy and G.R. Laczniak. Chicago: American Marketing Association Press
Vincent, A. and A. J. Dubinsky. 2005. “Impact of Fear Appeals in a Cross-Cultural Context.” Journal of Euromarketing 14(1): 145-167.
Watson, L. and M. T. Spence. 2007. “Causes and Consequences of Emotions on Consumer Behaviour: A Review and Integrative Cognitive Appraisal Theory.” European Journal of Marketing 41 (5/6): 487-511.
Witte, K. 1992. “Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model.” Communication Monographs 59(4):329-49.
Witte, K. 1998. Theory-Based Interventions and Evaluation of Outreach Efforts. Seattle, WA: National Network of Libraries of Medicine. Retrieved from http://www.nnlm.nlm.nih.gov/pnr/eval/witte.html
Witte, K. and M. Allen. 2000. “A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns, Health Education and Behavior.” Health Education and Behavior 27: 608-32.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Academy of Marketing Science
About this paper
Cite this paper
Dedeoglu, A.O., Ventura, K. (2017). Consumer Responses to Swine Flu (H1N1) Threat and Fear Arousing Communications: The Case of Turkey. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_66
Download citation
DOI: https://doi.org/10.1007/978-3-319-50008-9_66
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-50006-5
Online ISBN: 978-3-319-50008-9
eBook Packages: Business and ManagementBusiness and Management (R0)