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Type: Journal article
Title: Who's afraid of that ad? Applying segmentation to the protection motivation model
Author: Arthur, D.
Quester, P.
Citation: Psychology and Marketing, 2004; 21(9):671-696
Publisher: John Wiley & Sons Inc
Issue Date: 2004
ISSN: 0742-6046
Statement of
Damien Arthur, Pascale Quester
Abstract: <jats:title>Abstract</jats:title><jats:p>The protection motivation model has contributed usefully to researchers' understanding of fear appeals in advertising. However, the empirical evidence reported to date in the literature has been mixed. This article proposes and tests a revised model including two segmenting variables as a means to resolve some of the differences evident in past research. With the use of data derived from an experimental study of juveniles' response to a range of antismoking advertising treatments, empirical support was found for the mediating role of fear in predicting behavioral intentions and for the influence of individual differences. The results, however, did not confirm the moderating role of response or self‐efficacy. Future research is clearly needed to further validate the revised protection motivation model. © 2004 Wiley Periodicals, Inc.</jats:p>
Description: The definitive version may be found at
DOI: 10.1002/mar.20024
Published version:
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