Investigating consumer message processing of fear and challenge based advertising: A conceptual framework

Svetlana De Vos, Roberta Carolyn Crouch, Pascale G. Quester, Jasmina Ilicic

Research output: Chapter in Book/Report/Conference proceedingConference contribution


The proposed conceptual framework further advance our theoretical understanding of consumer cognitive, emotional and behavioral processes associated with fear/challenge message appeals in a social marketing context. We integrate disparate areas of knowledge from the fields of psychology and personality research and examine moderating effects of individual differences such as experiential avoidance, distress tolerance, and identity styles on information processing and behavior when exposed to a combined fear/challenge appeal. The proposed theoretical framework combines an information processing construct with a revised protection motivation model, to more explicitly reveal how cognitive processing affects persuasion of fear/challenge appeals. The conceptual framework also tests the mediating effects of response efficacy and self-accountability on depth of information processing and attitude change. Understanding the intricate details of information processing should enable social marketers to tailor messages to specific psychological profiles of customers in order to alter
their behavior.
Original languageEnglish
Title of host publicationLooking forward, looking back: Drawing on the past to shape the future of marketing: Proceedings of the 2013 World Marketing Congress
EditorsColin Campbell, Junzhao Jonathon Ma
PublisherSpringer Netherlands
Number of pages9
ISBN (Electronic)978-3-319-24184-5
ISBN (Print)978-3-319-24182-1
Publication statusPublished - 20 Jul 2013
Externally publishedYes
Event2013 AMS World Marketing Congress: Looking Forward, Looking Back: Drawing on the past to shape the future of marketing - Melbourne, Australia
Duration: 17 Jul 201320 Jul 2013


Conference2013 AMS World Marketing Congress


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