FEAR APPEAL AND CUSTOMER PATRONAGE OF RETROVIRAL DISTRIBUTING HOSPITALS IN PORT HARCOURT
Abstract
The study’s goal was to look into the affiliation between fear appeal and client patronage in Port Harcourt’s retro-viral distribution hospitals. The objectives were to investigate the effect between perceived threats and self-control on customer patronage of retro-viral distributing hospitals in Port Harcourt, and mediated with audience perception on fear appeal and customer patronage of retro-viral distributing hospitals in Port Harcourt. The three major government-operated hospitals constitute the population for the study and customers of the above organizations served as the respondents to the research instrument, which was determined using Freund and William (2009). The analysis was carried out through simple percentages and Simple Regression, and the results illustrated that fear appeal adopted by retro-viral distributing hospitals in Port Harcourt to a large extent influences the measure of customer patronage; that is, perceived threat influences buying intent and repeat buying positively; self-control influences buying intent and repeat buying positively, and threat severity influence buying intent and repeat buying positively. It was suggested that Retro-viral distributing hospitals should learn to use messages that relate to the consumer's goals and interests to convince customers to make purchases or even become loyal customers.
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References
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Tanner, J. F., Hunt, J. B. and Eppright, D. R. (1991). The Protection Motivation Model: A Normative Model of Fear Appeals. Journal of Marketing, 55(3), 36-45.
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Witte, K. (1992). Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model. Communication Monographs, 59(4), 329-349.
Xiaoquan, Z., Maria, L. R., & Tesfa, N. A. (2019). Fear and humour appeals in “the real cost” campaign: evidence of potential effectiveness in message pretesting. American Journal of Preventive Medicine, 56(2S1), S31-S39.
Allen, J. A., Duke, J. C., Davis, K. C., Kim, A. E., Nonnemaker, J. M., & Farrelly, M. C. (2015). Using mass media campaigns to reduce youth tobacco use: a review. Am J Health Promot., 30(2), e71–e82. https://doi.org/10.4278/ajhp.130510-LIT-237.
Anjala, S. K.,& Bui, M. (2015). Fear advertisements: influencing consumers to make better health decisions. International Journal of Advertising, 1-16. http://dx.doi.org/10.1080/02650487.2014.996278
Bagozzi, R. P. and Moore, D. J. (1994). Public Service Advertisements: Emotions and Empathy Guide PSAs. Journal of Marketing, 58(1), 56-89.
Bandura, A. (1977). Self-Efficacy: Toward a Unifying Theory of Behavioral Change. Psychological Review, 84, 191-215.
CDC. (2014). Best practices for comprehensive tobacco control programs −2014. Atlanta, GA: HHS, CDC, National Centre for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health.
Dharmesh, M., Khushbu, A., & Devendra, S. (2014). Impact of fear appeal in advertisement on consumer buying decision. International Research Journal of Management and Commerce, 1(3), 50-58. Available@: www.aarf.asia
Drug Free Action Alliance (2013). Why scare tactics in drug messaging prevention don’t work. Columbus, OH: Drug Free Action Alliance.
Farrelly, M. C., Niederdeppe, J., & Yarsevich, J. (2003). Youth tobacco prevention mass media campaigns: past, present, and future directions. Tob Control, 12(1), i35–i47. https://doi.org/10.1136/tc.12.suppl_1.i35.
Glascoff, D. W. (2000). A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns. Marketing Health Services, 20(4), 35+.
Higbee, K. L. (1969). Fifteen Years of Fear Arousal Research on Threat Appeals: 1953-1968. Psychological Bulletin, 72(6), 426-444.
Hovland, C. I., Janis, I. L. and Kelley, H. H. (1953).Communication and Persuasion: Psychological Studies of Obvious Change. New Haven, CT: Yale University Press.
Johnston, A.C. and Warkentin, M. (2010). Fear Appeals and Information Security Behaviors: An Empirical Study. MIS Quarterly, 34(3), 549-A4.
Kaylene, C. W. (2012). Improving fear appeal ethics. Journal of Academic and Business Ethics, 1-24.
Keller, P. A. (1999). Converting the Unconverted: The Effect of Inclination and Opportunity to Discount Health-Related Fear Appeals. Journal of Applied Psychology, 84(3), 403-415.
LaTour, M. S. and Tanner, J. F. (2003).Radon: Appealing to Our fears. Psychology and Marketing, 20(5), 377–394.
LaTour, M. S., Snipes, R. L. and Bliss, S. J. (1996). Don’t Be Afraid to Use Fear Appeals: An Experimental Study. Journal of Advertising Research, 36(2), 59-68.
Hunt, L. W., Fransway, A. F., Reed, C. E., Miller, L. K., Jones, R. T., Swanson, M. C., and Yunginger, J. W. (1995). An Epidemic of Occupational Allergy to Latex Involving Healthcare Workers. Journal of Occupational & Environmental Medicine, 37(10), 1204-1209.
Kaftandjiev, C., & Shustova, E. (2018). Fear appeals in marketing communications of banks and insurance companies in the continuum of dramatic-tragic situations – the semiotic perspective. Faculty of Business Economics and Entrepreneurship International Review, 1(2), 83-110.
Maloney, E. K., Lapinski, M. K. and Witte, K. (2011). Fear Appeals and Persuasion: a Review and Update of the Extended Parallel Process Model. Social and Personality Psychology Compass, 5(4), 206-219.
Maren, S. (2008). Pavlovian Fear Conditioning as a Behavioral Assay for Hippocampus and Amygdala Function: Cautions and Caveats. European Journal of Neuroscience, 28(8), 1661-1666.
Melanie, B. T., Justin, H., Rick, S. Z., Lindsey, S., Samantha, J., Kristina, W., & Dolores, A. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. Psychol Bull, 141(6), 1178–1204. doi:10.1037/a0039729.
Merriam-Webster (2002).Third New International Dictionary Unabridged, http://search.eb.com/mwu.
Mongeau, P. A. (1998). Another Look at Fear-Arousing Persuasive Appeals. In M. Allen & R. W. Preiss (Eds.), Persuasion: Advances through Meta-Analysis, pp. 53-68. Cresskill, NJ: Hampton Press.
Morman, M. T. (2000). The Influence of Fear Appeals, Message Design, and Masculinity on Men’s Motivation to Perform the Testicular Self-Exam. Journal of Applied Communication Research, 28(2), 91-116.
National Cancer Institute. (2008). The role of the media in promoting and reducing tobacco use. https://cancercontrol.cancer.gov/brp/tcrb/ monographs/19/m19_complete.pdf. Published 2008. Accessed August 16, 2018.
Nyakweba, N., Wesonga, J. N., & Bosire, B. E. (2015). An analysis of factors influencing consumer patronage of bars: A survey of bars in Kisii Town’s central business district, Kenya. Journal of Marketing and Consumer Research, 11, 190-202.
Ogonu, G. C., & Didia, J. U. D. (2020). Brand Appeal and Customer Patronage of Fast Food Firms in Rivers State, Nigeria. International Academy Journal of Management, Marketing and Entrepreneurial Studies, 8(2), 13-20.
Peters, G-JY., Ruiter, R. A. C., & Kok, G. (2013). Threatening communication: a critical re-analysis and a revised meta-analytic test of fear appeal theory. Health Psychol Rev. 7(1), S8–S31. https://doi.org/10.1080/17437199.2012.703527.
Rogers, R. W. (1975). A Protection Motivation Theory of Fear Appeals and Attitude Change. Journal of Psychology, 91(1), 93-114.
Rogers, R. W. (1983). Cognitive and Physiological Processes in Fear Appeals and Attitude Change: A Revised Theory of Protection Motivation. Social Psychophysiology, J. Cacciopo and R. Petty, eds., New York: Guilford Press.
Roser, C. and Thompson, M. (1995). Fear Appeals and the Formation of Active Publics. Journal of Communication, 45(1), 103+.
Rossiter, J. R. and Thornton, J. (2004). Fear-Pattern Analysis Supports the Fear-Drive Model for Antispeeding Road-Safety TV Ads. Psychology & Marketing, 21(11), 945-960.
Ruiter, R. A. C., Abraham, C. and Kok, G. (2001). Scary Warnings and Rational Precautions: A Review of the Psychology of Fear Appeals. Psychology and Health, 16(6), 613-630.
Ruiter, R. A., Kessels, L. T., Peters, G. J. Y., & Kok, G. (2014). Sixty years of fear appeal research: Current state of the evidence. International Journal of Psychology. 2014; 49:63–70. DOI: 10.1002/ijop.12042
Snipes, R. L., LaTour, M. S. and Bliss, S. J. (1999).A Model of the Effects of Self-Efficacy on the Perceived Ethicality and Performance of Fear Appeals in Advertising. Journal of Business Ethics, 19(3), 273-285.
Tannenbaum, M. B., Hepler, J., & Zimmerman, R. S. (2015). Appealing to fear: a meta-analysis of fear appeal effectiveness and theories. Psychol Bull, 141(6), 1178–1204. https://doi.org/10.1037/a0039729.
Tanner, J. F., Hunt, J. B. and Eppright, D. R. (1991). The Protection Motivation Model: A Normative Model of Fear Appeals. Journal of Marketing, 55(3), 36-45.
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. Lancet., 376(9748), 1261–1271. https://doi.org/10.1016/S0140-6736(10)60809-4.
Witte, K. (1992). Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model. Communication Monographs, 59(4), 329-349.
Xiaoquan, Z., Maria, L. R., & Tesfa, N. A. (2019). Fear and humour appeals in “the real cost” campaign: evidence of potential effectiveness in message pretesting. American Journal of Preventive Medicine, 56(2S1), S31-S39.
Published
2022-11-28
How to Cite
THANKGOD, A., PEACE, I., & HENRY NMELISI, O. (2022). FEAR APPEAL AND CUSTOMER PATRONAGE OF RETROVIRAL DISTRIBUTING HOSPITALS IN PORT HARCOURT. GPH-International Journal of Social Science and Humanities Research, 5(10), 72-87. https://doi.org/10.5281/zenodo.7371337
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Articles
Copyright (c) 2022 AMADI, THANKGOD, IGWE, PEACE & OZURU, HENRY NMELISI
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