the influence of fear appeal approaches and perceived risk on generation y consumers' protection ...

250 Pages·2016·4.47 MB·English

THE INFLUENCE OF FEAR APPEAL APPROACHES AND PERCEIVED
RISK ON GENERATION Y CONSUMERS’ PROTECTION MOTIVATION
Stephanie Bührer
Submitted in fulfilment towards the degree of MCom (Masters) Business Management
in Economic and Management Sciences at the University of Stellenbosch
Supervisors:
Mrs Lucea Toerien
Professor Christo Boshoff
Date:
March 2016
Stellenbosch University https://scholar.sun.ac.za
DECLARATION
By submitting this thesis electronically, I declare that the entirety of the work contained
therein is my own, original work, that I am the sole author thereof (save to the extent
explicitly otherwise stated), that reproduction and publication thereof by Stellenbosch
University will not infringe any third party rights and that I have not previously in its
entirety or in part submitted it for obtaining any qualification.
Date: March 2016
Copyright © 2016 Stellenbosch University
All rights reserved
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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.
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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.

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OPSOMMING
Stelling-gebaseerde vreesberoepe is reeds wyd in sosiale bemarking gebruik om
ongewenste gedrag te verander. Ten spyte van die uitgebreide gebruik van hierdie
benadering, word die effektiwiteit van vreesberoepe gereeld bevraagteken as gevolg van
die verdedigende reaksies wat baie vrees-gebaseerde boodskappe wek. Om die
voorkoms van hierdie verdedigende meganismes te verminder, word „n nuwe
vreesberoep-benadering, wat ook reeds sukses met die verhoging van risikopersepsies
en die vermindering van korttermyn-rookgedrag gedemonstreer het, voorgestel: die
gebruik van vraag-gebaseerde waarskuwings. Gegewe die sukses van hierdie
benadering in die area van sigaretrook, het hierdie studie probeer om die gebruik van
vraag-gebaseerde waarskuwings uit te brei na „n ander konteks, naamlik drink-en-
bestuur. Verder het die literatuur met betrekking tot die verskillende tipes waargenome
risiko, en watter risiko die effektiefste is in die verandering van mans en vroue se
beskermingsmotivering, gelei tot kontrasterende resultate. Gevolglik wou hierdie studie
dié gaping in die literatuur aanspreek.
Dus ondersoek die primêre doelwitte van hierdie studie of verskillende vreesberoep-
benaderings (naamlik vraag- en stelling-gebaseerde waarskuwings), verskillende tipes
waargenome risiko (naamlik fisiese en sosiale risiko's) en geslag, asook die
gekombineerde interaksie tussen hierdie veranderlikes, verbruikers se
beskermingsmotivering verskillend beïnvloed. Die sekondêre doelwitte het ingesluit om
die impak van hierdie veranderlikes op elke komponent van die
Beskermingsmotiveringsteorie-model (BMT) te ondersoek; dit wil sê waargenome
kwesbaarheid, erns, vrees, reaksie-doeltreffendheid, selfdoeltreffendheid en
gedragsvoorneme.
„n Vier-groep, post-toets-alleenlike eksperiment is uitgevoer, met „n totale streekproef van
1203 respondente. Gerieflikheidsteekproefneming is benut. Die resultate het aangedui
dat verskillende vreesberoep-benaderings nie generasie Y verbruikers se
beskermingsmotivering verskillend beïnvloed nie, terwyl die teenoorgestelde gevind is vir
verskillende tipes waargenome risiko en geslag.
Gebaseer op hierdie resultate behoort toekomstige navorsing gedoen te word om die
effektiwiteit van alternatiewe vreesberoep-benaderings te ondersoek. Aangesien fisiese
risiko bevind is om meer effektief te wees as sosiale risiko in die verandering van
verbruikers se beskermingsmotivering, moet verdere navorsing ook gedoen word om te
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ondersoek watter risiko meer effektief is vir die verskillende geslagte. Laastens het
geslag na vore gekom as 'n belangrike faktor in die waargenome doeltreffendheid van
drink-en-bestuur-vreesberoepe.
In geheel kan drie punte van hierdie studie weggeneem word. Eerstens, gegewe die
relatiewe oneffektiwiteit van beide vraag- en stelling-gebaseerde vreesberoepe, kan
beide benaderings gebruik word in sosiale bemarking. Waar ʼn nie-drink-en-bestuur
veldtog wel die negatiewe effekte van oormatige blootstelling en desensitisering wil
voorkom, moet vraag-gebaseerde waarskuwings gebruik word. Tweedens, tot en met die
tyd waar ʼn meer effektiewe alternatief gevind is, moet nie-drink-en-bestuur veldtogte van
fisiese risiko‟s gebruik maak. Laastens moet geslag altyd in oorweging geneem word
tydens die ontwerp en implementering van pad-gebaseerde sosiale bemarkingveldtog.
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KEYWORDS
Fear Appeals
Perceived Risk
Protection Motivation
Question-based Warnings
Social Marketing
Statement-based Warnings

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ACKNOWLEDGEMENTS

“Challenges are what makes life interesting, and overcoming them is
what makes life meaningful” – Joshua J. Marine
This past year has truly been a remarkable experience and although challenging at
times, I was able to grow on both a personal and academic level. However, this
dissertation would not have been possible without a number of people within whom I
found continued strength and support. I would therefore like to acknowledge the following
individuals:
To my two supervisors, it truly was an honour to work with the both of you. Your
continued guidance and expertise made this dissertation possible and for that I cannot
express my gratitude enough. I will forever be grateful for the impact you‟ve had on me.
To Mrs Lucea Toerien, who was always so reassuring and calm in my moments of doubt,
thank you for your constant support and kindness throughout the year. Your knowledge
throughout this process has been extremely valuable and I have truly learnt so much
from you.
To Prof Christo Boshoff, thank you for assisting in the organisation of financial support,
without which this year wouldn‟t have been possible. Your constant encouragement and
belief in me, sincerely means a lot.
To Prof Martin Kidd, thank you for your willingness to always answer my many statistics-
related questions, as well as to Allison Mlitwa, for your assistance in the sampling of this
study.
Penultimately, a massive thank you to my family and friends. Your unwavering
understanding, support and late night readings of my chapters have been invaluable and
I am truly blessed to be surrounded by such love. To my parents, Daniel and Jan thank
you for absolutely everything you do and have done for me. I love you all tremendously.
Finally, I would also like to acknowledge the NRF who helped to fund this research.

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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION AND OVERVIEW ........................................................... 1
1.1 INTRODUCTION ........................................................................................................ 1
1.2 SOCIAL MARKETING ................................................................................................ 1
1.3 FEAR APPEALS ........................................................................................................ 2
(a) Understanding Fear Appeals: Protection Motivation Theory ................................. 3
1.3.1 Ineffective Nature of Fear Appeals ....................................................................... 4
1.3.2 Different Fear Appeal Approaches ....................................................................... 5
1.3.3 Perceived Risk ..................................................................................................... 7
1.4 THE CONTEXT OF THE STUDY ............................................................................... 9
1.5 PROBLEM STATEMENT ......................................................................................... 11
1.6 RESEARCH OBJECTIVES ...................................................................................... 12
1.7 HYPOTHESES ......................................................................................................... 14
1.8 RESEARCH METHODOLOGY ................................................................................ 15
1.8.1 Secondary Research .......................................................................................... 15
1.8.2 Primary Research .............................................................................................. 15
(a) Qualitative Research ...................................................................................... 16
(b) Quantitative Research .................................................................................... 16
1.8.3 Sampling Process .............................................................................................. 17
(a) The Target Population .................................................................................... 17
(b) Sampling Method ........................................................................................... 17
(c) Sample Unit Selection Process and Fieldwork ............................................... 18
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(d) Validity of the Study ....................................................................................... 18
1.8.4 Data Analysis ..................................................................................................... 19
1.8.5 Results ............................................................................................................... 19
1.9 ORIENTATION OF THE STUDY .............................................................................. 19

CHAPTER 2: MARKETING COMMUNICATION AND BEHAVIOUR CHANGE ............ 21
2.1 INTRODUCTION ...................................................................................................... 21
2.2 MARKETING ............................................................................................................ 21
2.2.1 What Can Be Marketed ...................................................................................... 22
2.2.2 Considerations When Marketing: The Marketing Mix ......................................... 23
2.3 MARKETING COMMUNICATION ............................................................................ 25
2.3.1 The Components of the Marketing Communication Model ................................. 26
(a) The Sender .................................................................................................... 26
(b) The Medium ................................................................................................... 27
(c) The Receiver.................................................................................................. 28
2.3.2 Advertisements: Marketing‟s Persuasive Messages ........................................... 29
(a) The Elaboration Likelihood Model .................................................................. 29
(b) Message Acceptance: Adapting Message Characteristics ............................. 32
(i) Language Use ............................................................................................... 32
(ii) Message Framing .......................................................................................... 33
(iii) Message Tailoring ......................................................................................... 34
(c) Message Acceptance: External Characteristics .............................................. 35
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