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Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation
... In contrast to the fear appeal that fails to advocate for positive outcome expectancy, or inform how this might be achieved, Rogers' (1975Rogers' ( , 1983 Protection-Motivation (PM) theory offers a comprehensive model to theorise coping responses. The emphasis is on four cognitive processes: estimated severity of the event, vulnerability or the expectancy that the event could occur, coping responses' efficacy (the perceived availability/ efficacy of a coping response), and self-efficacy (De Vos et al., 2017; ...
... Maddux & Rogers, 1983). In other words, the PM theory shows that when the presence of a threat is revealed, by any source of information (i.e., the media), the person then engages in certain cognitive processes of which he/she appraises the magnitude of this threat, the likelihood of facing that threat himself/herself, the availability of effective coping responses that can be followed to counter such a threat if ever happened to him/her, and how feasible these responses are to him/her. ...
Purpose
Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands in the online environment. Academics and practitioners have increasingly acknowledged the significance of the consumer-brand relationship in both traditional and online contexts. However, the impersonal nature of the online environment is considered to be a hindrance to the development of these relationships. Despite the importance of this technology, little attention has been paid to the investigation of the avatar concept from a marketing perspective. This paper explores the nature of the avatar concept, including its main characteristics, dimensions, and conditions as well as the attitudinal and behavioural consequences of avatar users.
Design/methodology/approach
Adopting the qualitative design, a taxonomy was developed from interviews. In total, 42 interviews were conducted with current university students. 30 participants participated in the exploratory interviews. A total of 12 interviews were conducted during the in-depth stage based on findings in the preceding research.
Findings
Based on the qualitative data analysis, a taxonomy was developed. The idea of the taxonomy is summarized in that different dimensions of the avatar are considered the main base (first phase) of the taxonomy. There are consequential three parts: the attitudinal consequences related to the website; the attitudinal consequences related to the brand; the behaviours towards the brand. These behaviours represent the final phase of the taxonomy.
Originality/value
By developing a taxonomy of using avatars on brands' websites, the authors advance the understanding consumer-brands relationships. Using avatars' verbal interactions helps in shaping consumers' cognitive, affective, attitudinal and behavioural responses and add vital empirical evidence to the increasing body of research and practices involving avatar usage in the interactive marketing area.
... From research in the health context, it is known that perceived severity and susceptibility increase motivation towards a protective action (Protection Motivation Theory; Rogers, 1975Rogers, , 1983; meta-analysis by Floyd et al., 2000). Following this line of thought, we argue that the perception of a threat not only influences cybersecurity behavior (as has been shown in previous studies) but may also act as a trigger for security knowledge, resulting in cybersecurity behavior. ...
With the increasing importance of cybersecurity in organizations, it becomes crucial that employees behave securely. In the present article, we investigate the interplay of antecedents on this behavior. We conceptualize cybersecurity behavior through the components of compliance and participation and investigate the relationship between security knowledge, threat appraisal (i.e., severity and susceptibility), and working conditions (i.e., time pressure, decision-making autonomy). We conducted an online survey in four public organizations, collecting quantitative cross-sectional data from 214 employees. The survey captured subjective perceptions of the concepts. Findings showed a positive effect of security knowledge on security compliance and security participation. The perception of severity and susceptibility strengthened both effects. Additionally, the presence of time pressure reduced the effect of security knowledge on security compliance, while having decision-making autonomy increased the effect of security knowledge on security participation. Our study demonstrates the interplay between antecedents and highlights the role of working conditions in employees’ cybersecurity behavior. Implications for practice in terms of training approaches considering work design are discussed.
... Durant les focus-groups, les enfants étaient exposés à deux montages audiovisuels. Ces montages ont été conçus en se basant sur la littérature existante relative à la structure des messages menaçants en santé préventive (Panic et al, 2014;Charry, 2009 ;Dickinson et Holmes, 2008;Gallopel-Morvan, 2006;Sturges et Rogers, 1996;Schoenbachler et Whitler, 1996 ;Runge, Prentice-Dunn et Scogin, 1993, Rogers, 1983. En se référant, également, aux résultats des entretiens précédemment réalisés avec les médecins dentistes et aux experts en communication et en publicité. ...
The objective of this research is to investigate the influence of negative emotional reactions triggered by threatening dental hygiene communication on the behavioural intent of children aged 8 to 12 years and this by highlighting the moderating role of the child's involvement in the product category. A qualitative survey was conducted to identify the main threats to children's dental health, and then the experimentation was conducted with 570 children. The results show a significant effect of negative emotional reactions on children's attitudes towards the product, attitudes towards the advertisement and behavioural intentions. The moderating effect of product involvement was also confirmed.
... In the health belief model, perceived susceptibility to and perceived severity of health problems are considered the two most important determinants of subsequent health behaviors (Becker, 1974). Similar behavioral determinants are found in protective motivation theory (Rogers, 1983). In the rational action theory and the planned behavior theory (Ajzen, 1991), the behavior attitude is considered to be determined by the possibility and desirability of potential behavior consequences. ...
Climate change communication is an important behavioral manifestation of the public’s understanding, expression, and participation in addressing climate change. Social media play an important role in the climate change knowledge communication. Does social media promote climate change communication behavior in the Chinese context? Is its effect stronger than other types of media? Combined with the research context, we divide media into central media, local media, and social media and construct the influence mechanism model of media use on climate change communication behavior. In this study, a questionnaire survey was conducted among the public in China, and 1062 valid questionnaires were empirically tested by methods of hierarchical regression and bootstrapping. According to the findings of the study, different media use has a positive effect on climate change communication behavior. While social media is more likely to be used by the public to obtain climate change-related information than central and local media (with a mean value of 3.84 for social media compared to 3.51 for central media and 3.19 for local media), it is actually the central media that have the greatest effect on climate change communication behavior. This is evident in the total effect value, where the central media have a value of 0.21, which is higher than social media’s value of 0.20 and local media’s value of 0.12. Risk perception and environmental values play an important mediating role in the influence of media use on climate change communication behavior, among which environmental values have the largest mediating effect. (Specifically, the mediating effects of environmental values were 26.83%, 31.28%, and 38.57% for central media, local media, and social media, respectively.) In addition, risk perception can also positively affect environmental values, thus forming a chain mediating effect between media use and climate change communication behavior (the confidence intervals for the chain mediating effect also exclude the numbers 0).
... Here, we conducted a secondary analysis of data collected in our precision prevention trial among Hispanic individuals to assess genetic risk recall reported at 3-and 9-months post-intervention, identify baseline (i.e., pre-intervention) predictors of genetic risk recall, and evaluate intervention effects within stratum defined by recall. The trial was grounded in Protection Motivation Theory, which postulates that the higher the perceived risk and severity of a threat, the more likely an individual is to adopt preventive behaviors that they perceive to be effective and achievable [16]. Consistent with Protection Motivation Theory, we hypothesized participants at higher risk would be more likely to recall correctly their MC1R risk compared to participants at average risk. ...
... Rogers [35] developed protection motivation theory (PMT) as an extension of the health belief mode. ...
Climate variability has adversely affected agriculture and adaptation strategies are significant in enhancing resilience hence ensuring food security. Agrometeorological services are essential in decision-making and developing farmers’ specific adaptive capacities mainly when variability affect agricultural productivity. This study focuses on the composite effect of adaptation to climate variability, agrometeorological information, socioeconomic and institutional factors on agricultural productivity in Kenya. Multi-stage sampling technique was used to obtain a sample size of 384 sorghum farmers. The study used an endogenous switching regression model to control for the selection problem arising from adaptation to climate variability on agricultural productivity. Results indicate that extension contacts and education level were positively significant among adapters of climate variability. Additionally, the proportion of income allocated for farming was positively significant among non-adapters. On the other hand, access to credit, gender and age of decision makers were negatively significant among adapters of climate variability. Similarly, age was negatively significant among non-adapters of climate variability. Overall, adapters to climate variability had higher sorghum output than non-adapters. This study recommends that policymakers and other key stakeholders could increase the number of extension contacts and promote education to farmers so that they can access agrometeorological information, hence adaptation to climate variability.
This research investigates the decision-making process of tourists when selecting resorts in Kalaw, Myanmar. According to several studies, the selection of domestic travelers is influenced by factors such as the quality of the room, the location of the hotel, the level of security provided, the efficiency and helpfulness of the service staff, the available features, and amenities of the hotel, as well as the ratings and feedback provided by previous guests. This study examines the relationship between these variables through the utilization of non-probability sampling and quantitative research techniques, such as multiple linear regression and descriptive data analysis. The results underscore the significance of guest feedback, hotel amenities, and staff performance. Although the study acknowledges the importance of its findings, it also acknowledges the presence of sampling bias and self-reported social desirability bias. The present study investigates the decision-making process of domestic tourists when selecting resorts in Kalaw, Myanmar. This comprehensive analysis examines the various factors that impact the choices of domestic tourists in Kalaw, Myanmar. The results of this study have the potential to assist resort operators in enhancing guest satisfaction and gaining a competitive advantage. The present study holds considerable importance for the Kalaw resort industry since it specifically examines the preferences and interests of domestic tourists.
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