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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. Paolacci, Gabriele & Chandler, Jesse & Ipeirotis, Panagiotis G., 2010. "Running experiments on Amazon Mechanical Turk," Judgment and Decision Making, Cambridge University Press, vol. 5(5), pages 411-419, August.
    2. Gabriele Paolacci & Jesse Chandler & Panagiotis G. Ipeirotis, 2010. "Running experiments on Amazon Mechanical Turk," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 5(5), pages 411-419, August.
    3. 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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    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. Danatzis, Ilias & Möller-Herm, Jana & Herm, Steffen, 2024. "Curbing customer-to-customer misbehavior contagion in the sharing economy," Journal of Business Research, Elsevier, vol. 173(C).
    3. 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.
    4. Ohlwein, Martin, 2018. "Die Intensität eines Furchtappells als Determinante einer Einstellungsänderung," ISM Research Journal, International School of Management (ISM), Dortmund, vol. 5(1), pages 79-105.
    5. 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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