Search results

1 – 10 of over 1000
Article
Publication date: 16 September 2021

Jongpil Park, Jai-Yeol Son and Kil-Soo Suh

Firms continue to struggle with end users who do not follow recommended actions for safeguarding information security. Thus, the authors utilize insights gained from studies on…

Abstract

Purpose

Firms continue to struggle with end users who do not follow recommended actions for safeguarding information security. Thus, the authors utilize insights gained from studies on heuristic processing of risk information to design cues in fear appeal messages more effectively so as to more strongly engender fear among users, which can in turn lead them to take protective actions toward information security. Specifically, four types of fear appeal cues are identified: numeric risk communication, social distance and goal framing in verbal risk communication and visual risk communication.

Design/methodology/approach

Drawing from protection motivation theory, the authors hypothesize that these fear appeal cues can engender fear among users to a greater extent. In addition, the authors hypothesize that users will perceive a higher level of severity and susceptibility when they perceive a large amount of fear. The research hypotheses were tested employing data collected through a laboratory experiment. Analysis of variance (ANOVA) and regression analyses were performed to analyze the data.

Findings

The study's results suggest that numeric and visual risk communication cues in security notices can significantly increase the amount of fear felt by users. In addition, social distance was found to marginally increase the amount of fear felt by users. However, unlike our expectation, goal framing was not found to increase the amount of fear when the other three types of fear appeal cues were also given in a security notice. It was also found that induced fear can increase the severity and susceptibility of threats as perceived by users.

Originality/value

The study contributes to the literature on fear appeal cues designed to promote users' security protection behaviors. No prior study has designed security notices featuring the four different types of fear appeal cues and empirically tested the effectiveness of those cues in inducing fear among users. The findings suggest that the design of fear appeal cues can be improved by understanding individuals' heuristic processing of risk information, which can be subject to cognitive biases.

Article
Publication date: 30 March 2012

Hyojin Kim and Chunsik Lee

In response to concerns regarding frequent uses of emotional appeals and endorsers in DTCA, this paper aims to investigate the relative effects of fear‐eliciting and non‐fear

1287

Abstract

Purpose

In response to concerns regarding frequent uses of emotional appeals and endorsers in DTCA, this paper aims to investigate the relative effects of fear‐eliciting and non‐fear‐eliciting DTC ads on elaboration and attitude change regarding the drug and health issue, and evaluation of endorser credibility.

Design/methodology/approach

A between‐subject experiment was conducted with 96 students in a large state university. Fear appeals and endorser credibility were manipulated via stimulus ads. Participants' responses on elaboration, attitudes, and behavior intentions after ad exposure were compared between fear and non‐fear conditions. In addition, the directions of influence among these variables and endorser credibility were examined via path analyses.

Findings

Fear elicitation had little effect on the type of elaboration generated since the elaboration was dominated by message‐related (vs endorser‐related) thoughts. However, the fear‐eliciting ad affected brand‐related and health‐related outcomes differentially. It had positive influence on attitudes toward the health issue, but negative influence on ad attitudes. Furthermore, ad attitudes had little impact on brand attitudes or brand‐related behavior intentions when fear was elicited in the ad.

Originality/value

Considering a paucity of research on the effects of emotional appeals and endorsers in DTCA, the authors' findings provide important insights for researchers and practitioners about how a specific emotion elicited in the ad has differential impact on brand‐related and health‐related outcomes and how the effectiveness of emotional appeals and endorser credibility can be maximized.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 1 February 2022

Yongqiang Sun, Yafei Feng, Xiao-Liang Shen and Xitong Guo

Prior researches on the adoption of mobile health services (MHS) concentrate on the subjective cognitive appraisals resulting in technology adoption, while ignoring how to shape…

1129

Abstract

Purpose

Prior researches on the adoption of mobile health services (MHS) concentrate on the subjective cognitive appraisals resulting in technology adoption, while ignoring how to shape those cognitive appraisals by the objective message design strategies which are easier to operate in practice. Based on protection motivation theory (PMT), the current research aims to explore the antecedents of cognitive appraisals by focusing on message design strategies of fear appeal and coping appeal.

Design/methodology/approach

A two-stage scenario-based survey of 204 participants was conducted to collect data. The authors chose SPSS and covariance-based structural equation modeling (CB-SEM) approach with the software LISREL 8.8 to test our model.

Findings

The results show that the relationship between fear appeal and fear arousal is inverted U-shaped such that the degree of fear arousal is the greatest when the fear appeal is at a moderate level. Perceived usefulness for the message with negative framing is higher than that with positive framing. Furthermore, fear appeal and coping appeal have a significant interaction on the adoption of MHS at different stages.

Research limitations/implications

The sample data of this study come from a special health service of a special group in China, which limits the universality of our research results for other groups or health care services. Therefore, future researchers can validate the model in other research scenarios and sample populations.

Originality/value

This study shows how fear appeal and coping appeal work together to influence individuals' adoption intention. The authors’ findings expand the theoretical depth of PMT and fear theory, enriching the theoretical connotation of framing effect in mobile health technology adoption context, which add new insights to design more persuasive messages through fear appeal and coping appeal for researchers and MHS providers in mobile health communication or propaganda.

Details

Information Technology & People, vol. 36 no. 1
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 11 October 2011

Patrick De Pelsmacker, Verolien Cauberghe and Nathalie Dens

The purpose of this paper is to investigate the effect of level of graphic threat (weak and strong) and the amount of information (low and high) on message effectiveness for an…

1857

Abstract

Purpose

The purpose of this paper is to investigate the effect of level of graphic threat (weak and strong) and the amount of information (low and high) on message effectiveness for an unfamiliar (a muscle disorder due to lack of physical exercise) vs a familiar (injuries as a result of traffic accidents due to drunk driving) issue.

Design/methodology/approach

The method employed was experimental 2 (issue familiarity: unfamiliar, familiar issue)×2 (amount of information: low, high)×2 (graphic threat level: weak, strong) full factorial between‐subjects design. Data are collected from a sample of 206 Belgians.

Findings

It was found that a strong graphic threat message has a greater effect for an unfamiliar than for a familiar issue. For a familiar issue, adding information to a weak threat appeal increases perceived severity. For an unfamiliar issue, adding information to a strong graphic threat appeal has a similar effect. Perceived severity of threat, perceived probability of occurrence, evoked fear and perceived coping efficacy have a significant effect on the intention to adopt the recommended behavior. For an unfamiliar issue, perceived efficacy and perceived probability of occurrence primarily have the greatest impact on coping intention. For a familiar issue, perceived severity, evoked fear and perceived efficacy determine coping intention.

Practical implications

The results substantially support the use of different message tactics for health threats that are either new or familiar for the target group.

Originality/value

Most studies have limited themselves to studying the impact of threat strength on perceived threat and response efficacy, on evoked fear and on message acceptance. The present study adds the contextual and message elements, namely issue familiarity and amount of information provided, the link of which with threat appeal has – as far to the authors' knowledge never been studied before in one integrated analysis.

Details

Journal of Social Marketing, vol. 1 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 20 February 2024

Fang-Chi Lu and Jayati Sinha

This study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect.

Abstract

Purpose

This study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect.

Design/methodology/approach

Four preregistered correlational/experimental studies (n = 1,763) are used. A pilot study (n = 436) examines the correlations between SMU, FoMO and minimalism. Studies 1 (n = 409), 2 (n = 415) and 3 (n = 503) further investigate the influence of SMU on minimalist consumption intentions, including mindful purchase, forgoing free products and decluttering, and test for evidence of mediation via FoMO by measuring or manipulating FoMO.

Findings

The results show that a high SMU makes consumers susceptible to FoMO, leading to impulsive purchases and careless product acquisition. However, when campaigners promote minimalism as a social media movement, they can activate FoMO, persuading consumers to practice decluttering.

Research limitations/implications

Future research might examine how subjective age affects FoMO and minimalist consumption tendencies. Could campaigners use young social cues to make older consumers more susceptible to FoMO appeals? Could old social cues cause younger consumers to perceive greater social responsibility and to embrace minimalist consumption?

Practical implications

Minimalist lifestyles can promote sustainable consumption. This research provides insights into how SMU is a double-edged sword – it can cause FoMO users to disdain minimalism. However, it can promote minimalism if a minimalist campaign is strategically positioned as a social media movement using a FoMO-laden appeal.

Originality/value

Extant consumer behavior research on minimalism has just begun to investigate the antecedents of minimalist consumption. FoMO is conceptually related to minimalism, but the relationship between FoMO and minimalist consumption has not yet been empirically tested. This research fills these gaps by examining SMU and the associated FoMO as antecedents of minimalist consumption. Empirical evidence for the impact of SMU on various minimalist consumption behaviors and the mediating role of FoMO is provided.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 21 December 2010

Timothy Heinze

Purpose – To better understand the general marketing sensitivities of Generation Y and the manner in which Congruency Theory and the Elaboration Likelihood Model (ELM) may…

Abstract

Purpose – To better understand the general marketing sensitivities of Generation Y and the manner in which Congruency Theory and the Elaboration Likelihood Model (ELM) may apply.

Design/methodology/approach – A quantitative two-factor (peripheral cue congruency and relative product involvement) between-subjects design was used to determine the attitudinal impact associated with the use of congruous peripheral cues in high- and low-involvement product situations.

Findings – Generation Y's attitudinal responses to peripheral cues both align with and vary from the general predictions of the ELM. Relative product involvement is more important than peripheral cue congruency in the formation of attitudes toward an advertisement.

Originality/value – Generation Y is a powerful social and economic consumer group whose attitudinal responses to marketing appeals have not been extensively studied. The current study furthers understanding within this important arena.

Research implications/limitations – The use of congruent peripheral cues is not sufficient to generate positive attitudes in both high- and low-involvement product scenarios. Effective marketing must move beyond cue congruency to include an involved “lifestyle fit” that will effectively generate positive attitudes. Limitations include the sole review of print advertisements and a sole reliance on college-attending members of Generation Y. Future research should examine the impact of congruency on advertisements whose strategic intent focuses on awareness or action rather than on mere attitude change.

Details

Research in Consumer Behavior
Type: Book
ISBN: 978-0-85724-444-4

Article
Publication date: 26 April 2013

Purva Kansal

Advertisements are the first point of contact a marketer has with a prospective consumer. It is at this stage that a marketer gets an opportunity to leave an impression in the…

Abstract

Purpose

Advertisements are the first point of contact a marketer has with a prospective consumer. It is at this stage that a marketer gets an opportunity to leave an impression in the minds of a reader and to differentiate a reader from a prospective customer. Marketers achieve this objective with the help of two tools of advertising i.e. attractiveness cues and information cues. Given the limitation of time, space and financial resources marketers have been forced into a tradeoff between information cues and attractiveness cues. This tradeoff has given rise to skepticism in the minds of customers and policy makers concerning the balance between the two cues and resulting ethical issues. This paper aims to carry out a content analysis of advertisements in magazines in order to study this tradeoff between information and attractiveness cues in advertisements.

Design/methodology/approach

To pursue the research objective, it was decided to collect data through content analysis of advertisements. To judge the level of informative and attractiveness cues in advertisements, classification by Resnik and Stern and Pollay along with imagery questions were used. The classification determines the level of advertising information based on 14 criteria or cues. The classification is an established baseline and has also been tested for reliability in other cultures. To collect data it was decided to use magazine advertisements as these are a preferred means for advertising OTC drugs. In order to select the sample various Indian and US magazines were reviewed. Indian magazines focusing entirely on health and women could not be found; therefore two popular women's magazines were chosen which discussed health topics. For interpreting the content of the advertisements two coders, who were trained in marketing research, were chosen. Data collection resulted in 170 unique advertisements across India and USA.

Findings

The results of the study highlighted that, although both US and Indian OTC advertisements were trading off in favor of attractiveness cues, Indian advertisements were more imbalanced. Indian advertisements on an average have 4.83 attractiveness cues out of 6.60 cues per advertisements while US advertisements have 4.55 attractiveness cues out of 7.54 cues per advertisement. Indian advertisements not only have on an average fewer information cues, but also fared badly in terms of the type of cues. The US marketers were found to be more socially responsible in terms of advertisements ethics as compared to Indian marketers in the context of the OTC drugs industry.

Research limitations/implications

The study was limited to OTC drugs; a more detailed study should be carried out to compare advertising content by specific product categories. Difference in scope of magazines used in this study may have influenced the adequacy of sample, as profile of target customers in the two magazines was a little different.

Practical implications

The results indicated that the Indian OTC advertisers needed to re‐evaluate the industry standards and become more ethical and socially responsible to give the industry a global outlook and acceptance.

Social implications

The paper highlights the need for companies to adopt a proactive and socially responsible attitude and improve information content of Indian OTC advertisements as per international industry standards.

Originality/value

The paper will be of value to corporate and social policy makers and also to marketers.

Book part
Publication date: 1 September 2014

Martin G.A. Svensson and Erik Lindström

This chapter focuses on whether perceived emotional intensity and help need is possible to discriminate in expressions of fear and neutrality in brief authentic emergency calls…

Abstract

This chapter focuses on whether perceived emotional intensity and help need is possible to discriminate in expressions of fear and neutrality in brief authentic emergency calls. Extraction of acoustic parameters of fear and neutrality was done prior to letting participants listen to a low-pass-filtered stimuli set. Participants discriminated fear and neutrality in both the intensity and help need condition. In turn, judged intensity and judged help need correlated strongly, with partial correlations indicating that participants use acoustically measured intensity (mean dB) as information to infer the intensity/help need relationship. We also discuss the implications of emotional expression in the call centre domain.

Details

Individual Sources, Dynamics, and Expressions of Emotion
Type: Book
ISBN: 978-1-78190-889-1

Keywords

Article
Publication date: 21 September 2021

Chengcheng Liao, Peiyuan Du, Yutao Yang and Ziyao Huang

Although phone calls are widely used by debt collection services to persuade delinquent customers to repay, few financial services studies have analyzed the unstructured voice and…

Abstract

Purpose

Although phone calls are widely used by debt collection services to persuade delinquent customers to repay, few financial services studies have analyzed the unstructured voice and text data to investigate how debt collection call strategies drive customers to repay. Moreover, extant research opens the “black box” mainly through psychological theories without hard behavioral data of customers. The purpose of our study is to address this research gap.

Design/methodology/approach

The authors randomly sampled 3,204 debt collection calls from a large consumer finance company in East Asia. To rule out alternative explanations for the findings, such as consumers' previous experience of being persuaded by debt collectors or repeated calls, the authors selected calls made to delinquent customers who had not been delinquent before and were being called by the company for the first time. The authors transformed the unstructured voice and textual data into structured data through automatic speech recognition (ASR), voice mining, natural language processing (NLP) and machine learning analyses.

Findings

The findings revealed that (1) both moral appeal (carrot) and social warning (stick) strategies decrease repayment time because they arouse mainly happy emotion and fear emotion, respectively; (2) the legal warning (stick) strategy backfires because of decreasing the happy emotion and triggering the anger emotion, which impedes customers' compliance; and (3) in contrast to traditional wisdom, the combination of carrot and stick fails to decrease the repayment time.

Originality/value

The findings provide a valuable and systematic understanding of the effect of carrot strategies, stick strategies and the combinations of them on repayment time. This study is among the first to empirically analyze the effectiveness of carrot strategies, stick strategies and their joint strategies on repayment time through unstructured vocal and textual data analysis. What's more, the previous studies open the “black box” through psychological mechanism. The authors firstly elucidate a behavioral mechanism for why consumers behave differently under varying debt collection strategies by utilizing ASR, NLP and vocal emotion analyses.

Details

Journal of Service Theory and Practice, vol. 31 no. 6
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 16 March 2023

Kamila Sobol and Marilyn Giroux

A fear appeal is a communication tactic designed to scare people into adopting desired behaviors (e.g. wash hands to avoid contracting COVID-19). While it is generally…

Abstract

Purpose

A fear appeal is a communication tactic designed to scare people into adopting desired behaviors (e.g. wash hands to avoid contracting COVID-19). While it is generally acknowledged that fear appeals can be persuasive at motivating behavior, this paper aims to identify how to optimally identify how to optimally frame the focal threat to increase their effectiveness as well as to uncover additional underlying processes.

Design/methodology/approach

The authors conducted four experimental studies.

Findings

This research validates that exposure to fear appeals can strongly motivate behavior. However, this study shows that this effect is moderated by threat specificity. Specifically, this study demonstrates that people are more motivated to engage in behaviors that facilitate threat avoidance after exposure to a personally relevant threat that represents a nonspecific (e.g. aging appearance) rather than a specific outcome (e.g. wrinkles). This effect is mediated by perceptions of assimilation (versus contrast) to the focal threat. This study reliably shows the effect across three threat domains (i.e. aging appearance, weight gain, illness) and for different behaviors.

Originality/value

Theoretically speaking, this study contributes to the fear appeal literature by identifying a new type of message framing that has the potential to increase fear appeal’s persuasive power, and uncovering a distinct mechanism by which fear appeals impact behavior. Practically speaking, the findings confirm that fear appeals have the potential to help marketers mobilize consumer behavior, especially when the communication highlights a nonspecific rather than specific threat.

Details

Journal of Consumer Marketing, vol. 40 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

1 – 10 of over 1000