The influence of fear appeal approaches and perceived risk on generation Y consumers' protection motivation

[摘要] ENGLISH ABSTRACT: Statement-based fear appeals have been used widely in social marketing in an attempt to change undesirable human behaviour. Despite the extensive use of this approach, fear appeal effectiveness has often been called into question given the defensive reactions that fear-based messages may arouse. To reduce the occurrence of these defensive mechanisms, a new fear appeal approach, which has recently demonstrated its success in increasing risk perceptions and reducing short-term smoking behaviour, has been suggested: the use of question-based warnings. Considering the recent success of this approach in the realm of cigarette smoking, this study extended the use of question-based warnings to a different context, namely drinking-and-driving. Moreover, literature pertaining to the different types of perceived risks, and which is most effective in altering males‟ and females‟ protection motivation, has resulted in contrasting results. Consequently, this study wanted to address this gap in the literature.Against this background, the primary objectives of this study were to investigate whether different fear appeal approaches (i.e. question- and statement-based warnings), different types of perceived risk (i.e. physical and social risks) and gender, as well as the combined interaction between these variables, would influence generation Y consumers‟ protection motivation differently. Secondary objectives included investigating the impact of these variables on each component of the Protection Motivation Theory (PMT) Model; that is perceived vulnerability, severity, fear, response efficacy, self-efficacy and behavioural intent.A four-group, post-test only experiment was conducted, with a total sample of 1203 respondents. A convenience sampling procedure was used. The results indicated that different fear appeal approaches did not influence generation Y consumers‟ protection motivation differently, while the opposite was found for different types of perceived risk and gender.Based on these results, further research should be conducted to investigate the effectiveness of alternate fear appeal approaches. Additionally, while physical risks were found to be more effective than social risks in altering consumers‟ protection motivation, further research should be conducted to investigate which risk is more effective for the different genders. Finally, gender was shown to be an important factor in the perceived effectiveness of drinking-and-driving fear appeals. On the whole, three points should be taken away from this study. Firstly, given the relative ineffectiveness of both question- and statement-based warnings, either approach can be used in social marketing. However, where an anti-drinking-and-driving campaign wants to overcome the negative effects that overexposure and desensitisation can have on its effectiveness, question-based warnings should be used. Secondly, until such time as a more effective alternative has been found, anti-drinking-and-driving campaigns should continue to make use of physical risks. Finally, gender should always be an important consideration in both the design and implementation of a road-based social marketing campaign.

[发布机构] Stellenbosch University