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

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  • Orazi, Davide C.
  • Pizzetti, Marta

Abstract

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.

Suggested Citation

  • Orazi, Davide C. & Pizzetti, Marta, 2015. "Revisiting fear appeals: A structural re-inquiry of the protection motivation model," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 223-225.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:2:p:223-225
    DOI: 10.1016/j.ijresmar.2015.02.003
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    References listed on IDEAS

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    1. repec:cup:judgdm:v:5:y:2010:i:5:p:411-419 is not listed on IDEAS
    2. Abhijit V. Banerjee, 1992. "A Simple Model of Herd Behavior," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 107(3), pages 797-817.
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    Cited by:

    1. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    2. Orazi, Davide C. & Johnston, Allen C., 2020. "Running field experiments using Facebook split test," Journal of Business Research, Elsevier, vol. 118(C), pages 189-198.
    3. Fombelle, Paul W. & Voorhees, Clay M. & Jenkins, Mason R. & Sidaoui, Karim & Benoit, Sabine & Gruber, Thorsten & Gustafsson, Anders & Abosag, Ibrahim, 2020. "Customer deviance: A framework, prevention strategies, and opportunities for future research," Journal of Business Research, Elsevier, vol. 116(C), pages 387-400.

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