Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change
Pakistan is signatory of Sustainable Development Goals (SDGs) where promoting good health is at the heart of achieving various goals. Social marketing has earned its credit worthiness quite convincingly in influencing behavior change. It is, however, pertinent to see nature of the challenges that social marketing program tend to address are quite complex and each social problem need to size up with broader social context rather merely using conventional approaches. Number of scholars has questioned approaches that have been barely successful in bringing perceptible improvement. This gap quite pervasive as most of the techniques employed used one way communication, persuasive techniques of communication. The paradigm of participation in social marketing has shown better results in bringing about sustained behavior change. This study uses broad categorization of fear appeals elements using the explanatory power of participatory paradigm to induce behavior change. Study participants were randomly selected from a Public Sector University. The participants were randomly assigned to study intervention. Study participants were given treatment based on fear appeals in groups, based on activity theory. The qualitative data drawn was analyzed using NVIVO. The different themes were explored were grouped into four categories using activity theory like activities produced by artifacts, activities produced by subjects, activities produced by rules and transformational activities. The participatory paradigm using systematic interaction proved key factors to reinforce fear appeals that enhanced the value for social marketing program to achieve sustainable behavior change.
-
Participatory Paradigm, Fear Appeals, Systematic Interaction, Social Marketing
-
(1) Farooq Ahmad
PhD Scholar (Management Sciences), International Islamic University, Islamabad, Pakistan.
(2) Muhammad Kamran Naqi Khan
Dean, Hamdard Institute of Management Sciences, Hamdard University Islamabad Campus, Pakistan.
(3) Shazia Hassan
Assistant Professor, School of Leadership Studies, National Defense University, Islamabad, Pakistan.
- Antonetti, P., Baines, P., & Walker, L. (2015). From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing. Journal of Marketing Management, 1-30.
- Arthur, D., & Quester, P. (2004). Who's afraid of that ad? Applying segmentation to the protection motivation model. Psychology & Marketing, 21(9), 671-696.
- Avdeenko, A., & Gilligan, M. J. (2015). International interventions to build social capital: evidence from a field experiment in Sudan. American Political Science Review, 109(3), 427-449.
- Cartwright, D. (1951). Achieving change in people: some applications of group dynamics theory. Human Relations, 4(4), 381-392.
- Chang, C.-T. 2007. Interactive effects of message framing, product perceived risk, and mood: The case of travel healthcare product advertising. Journal of Advertising Research 47, no. 1: 51'65.
- Donovan, R. J., & Henley, N. (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(1), 56-67.
- Engeström, Y. (1999). Activity theory and individual and social transformation. Perspectives on activity theory, 19(38).
- Fox, K. F., & Kotler, P. (1980). The marketing of social causes: the first 10 years. The Journal of marketing, 24-33.
- Gautam, A., Bhatta, D. N., & Aryal, U. R. (2015). Diabetes related health knowledge, attitude and practice among diabetic patients in Nepal. BMC endocrine disorders, 15(1), 25
- Giner-Sorolla, R., & Sheeran, P. (2007). Guilty or shameful pleasures? Evidence that guilt- and shame-proneness moderate the relation between compunction and self-regulation. Unpublished manuscript, University of Kent, Canterbury, England
- Hamilton, M. T., Hamilton, D. G., & Zderic, T. W. (2004). Exercise physiology versus inactivity physiology: an essential concept for understanding lipoprotein lipase regulation. Exercise and sport sciences reviews, 32(4), 161.
- Hsu, W., Chiang, C., & Yang, S. (2014). The effect of individual factors on health behaviours among college students: the mediating effects of eHealth literacy. Journal of medical Internet research, 16(12).
- Islam, S. M. S., Purnat, T. D., Phuong, N. T. A., Mwingira, U., Schacht, K., & Fröschl, G. (2014). Non†Communicable Diseases (NCDs) in developing countries: a symposium report. Globalization and health, 10(1), 81.
- Kamran, M., & Khan, N. (2007). Social Marketing: Group Dynamics as a Strategic Tool for Social Marketing (Doctoral dissertation, Hamdard University).
- Kotler (2011),
- Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of marketing, 33(1).
- Kotler, P., &Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35(3).
- Krishena A.S &Buib M.( 2014) Fear advertisements: influencing consumers to make better health decisions, International Journal of Advertising, 1-16
- Kuvaas, B., and M. Selart. 2004. Effects of attribute framing in cognitive processing and evaluation. Organizational Behavior and Human Decision Processes 95, no. 2: 198'207.
- Lambrechts, F. J., Bouwen, R., Grieten, S., Huybrechts, J. P., & Schein, E. H. (2011). Learning to help through humble inquiry and implications for management research, practice, and education: An interview with Edgar H. Schein. Academy of Management Learning & Education, 10(1), 131- 147.
- Lazer, W. (1969). Marketing's changing social relationships. The journal of Marketing, 3-9.
- Lehmann, D. R. (1988). An alternative procedure for assessing convergent and discriminant validity. Applied psychological measurement, 12(4), 411- 423.
- Mansuri, G., & Rao, V. (2013). Can participation be induced? Some evidence from developing countries. Critical Review of International Social and Political Philosophy, 16(2), 284-304
- Morris, J., Marzano, M., Dandy, N., percent O'brien, L. (2012). Theories and models of behavior and behavior change. Forest Research. United Kingdom: Surrey.
- Muhammad Kamran Naqi Khan. Social Marketing Strategic Tool to Promote Patient Care: Rhetoric and Reality. American Journal of Pharmacological Sciences. 2014; 2(5B):23-24.
- Ozkan, B. C. (2004). Using NVivo to analyze qualitative classroom data on constructivist learning environments. The qualitative report, 9(4), 589- 603.
- Paolo Antonetti, Paul Baines & Lorna Walker (2015) From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing, Journal of Marketing Management, 31:9-10, 940-969.
- Prochaska, J. O., DiClemente, C. C., & Norcross, J. C. (1992). In search of the structure of change. In Self Change (pp. 87-114). New York: Springer.
- Rogers RW. (1975) A protection motivation theory of fear appeals and attitude change. Journal of Psychology, 91, 93-114.
- Sheeran, P., Harris, P. R., &Epton, T. (2013). Does heightening risk appraisals change people's intentions and behavior? A meta-analysis of experimental studies.
- Sobh, R. (2011). Approaching what we hope for and avoiding what we fear: A study of women's concern with visible signs of skin aging. Australasian Marketing Journal. 19(2), 122-30.
- Stidsen, B., & Schutte, T. F. (1972). Marketing as a communication system: the marketing concept revisited. The Journal of Marketing, 22-27.
- Vygotsky, L. (1978). Interaction between learning and development. Readings on the development of children, 23(3), 34-41.
- Wiebe, G. D. (1951). Merchandising commodities and citizenship on television. Public Opinion Quarterly, 15(4), 679-691.
- Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: Implications for effective public health campaigns. Health Education & Behavior, 27(5), 591-615.
Cite this article
-
APA : Ahmad, F., Khan, M. K. N., & Hassan, S. (2018). Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change. Global Social Sciences Review, III(II), 319-342. https://doi.org/10.31703/gssr.2018(III-II).18
-
CHICAGO : Ahmad, Farooq, Muhammad Kamran Naqi Khan, and Shazia Hassan. 2018. "Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change." Global Social Sciences Review, III (II): 319-342 doi: 10.31703/gssr.2018(III-II).18
-
HARVARD : AHMAD, F., KHAN, M. K. N. & HASSAN, S. 2018. Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change. Global Social Sciences Review, III, 319-342.
-
MHRA : Ahmad, Farooq, Muhammad Kamran Naqi Khan, and Shazia Hassan. 2018. "Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change." Global Social Sciences Review, III: 319-342
-
MLA : Ahmad, Farooq, Muhammad Kamran Naqi Khan, and Shazia Hassan. "Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change." Global Social Sciences Review, III.II (2018): 319-342 Print.
-
OXFORD : Ahmad, Farooq, Khan, Muhammad Kamran Naqi, and Hassan, Shazia (2018), "Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change", Global Social Sciences Review, III (II), 319-342
-
TURABIAN : Ahmad, Farooq, Muhammad Kamran Naqi Khan, and Shazia Hassan. "Fear Appeals Reinforcement in Social Marketing and Inducement of Behavioral Change." Global Social Sciences Review III, no. II (2018): 319-342. https://doi.org/10.31703/gssr.2018(III-II).18