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Developing a Model for Use of Fear Appeals for Countering Vaccine Hesitancy in Intercultural Contexts

Author

Listed:
  • Apoorva Bharadwaj
  • Ritu Mehta

Abstract

This paper proposes the concept of culture as a variable in designing social marketing campaigns for Covid-19 vaccination. Fear appeal has been often used for inducing safety behaviours in contexts of smoking, drugs and risky driving. The authors claim that fear appeal can be efficacious for persuading people to take Covid-19 vaccination if it uses ‘culture’ as a filter. It analyses three cultural dimensions that impact the cognitive and affective processing of fear appeal: uncertainty avoidance, individualism, and high/low-context communication. The research develops a new culture-compatible communication model expandable to any vaccination drive or health campaign pivoted to bring about change.

Suggested Citation

  • Apoorva Bharadwaj & Ritu Mehta, 2025. "Developing a Model for Use of Fear Appeals for Countering Vaccine Hesitancy in Intercultural Contexts," Vikalpa: The Journal for Decision Makers, , vol. 50(1), pages 7-20, March.
    • Handle: RePEc:sae:vikjou:v:50:y:2025:i:1:p:7-20
    DOI: 10.1177/02560909241307709
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    References listed on IDEAS

    as
    1. Bartikowski, Boris & Laroche, Michel & Richard, Marie-Odile, 2019. "A content analysis of fear appeal advertising in Canada, China, and France," Journal of Business Research, Elsevier, vol. 103(C), pages 232-239.
    2. Terblanche-Smit, Marlize & Terblanche, Nic S., 2010. "Race and attitude formation in HIV/Aids fear advertising," Journal of Business Research, Elsevier, vol. 63(2), pages 121-125, February.
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