Revisiting fear appeals : A structural re-inquiry of the protection motivation model

in International Journal of Research in Marketing, 32 (2)

Orazi, Davide C. ; Pizzetti, Marta

Voir la revue «International journal of research in marketing»

Autres numéros de la revue «International journal of research in marketing»

Replicating Johnston and Warkentin (2010), we demonstrate that social influence and self-efficacy are the main drivers of compliance with fear appeals. Contrary to the original study, we find that the acknowledgment of a severe threat encourages subjects to seize on the proposed recommendation, bolstering perceptions of efficacy. With this sole exception, the original results are fully replicated in a different research context employing a different population.

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