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Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness

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Abstract
This study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad) and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem individuals, fear evoked by a social threat is effective, only when perceived self-efficacy is increased (in line with the EPPM). However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitudes and purchase intentions in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of appeals in which a positive social situation is shown.
Keywords
fear appeals, self-esteem, RESPONSES, SOCIOMETER, advertising effectiveness, self-efficacy, Social threat, METAANALYSIS, FEAR APPEALS

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MLA
Faseur, Tine, et al. “Social Threat Appeals in Commercial Advertising: The Moderating Impact of Perceived Level of Self-Efficacy and Self-Esteem on Advertising Effectiveness.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, vol. 40, no. 2, 2015, pp. 171–83, doi:10.1515/commun-2015-0002.
APA
Faseur, T., Cauberghe, V., & Hudders, L. (2015). Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness. COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, 40(2), 171–183. https://doi.org/10.1515/commun-2015-0002
Chicago author-date
Faseur, Tine, Veroline Cauberghe, and Liselot Hudders. 2015. “Social Threat Appeals in Commercial Advertising: The Moderating Impact of Perceived Level of Self-Efficacy and Self-Esteem on Advertising Effectiveness.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH 40 (2): 171–83. https://doi.org/10.1515/commun-2015-0002.
Chicago author-date (all authors)
Faseur, Tine, Veroline Cauberghe, and Liselot Hudders. 2015. “Social Threat Appeals in Commercial Advertising: The Moderating Impact of Perceived Level of Self-Efficacy and Self-Esteem on Advertising Effectiveness.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH 40 (2): 171–183. doi:10.1515/commun-2015-0002.
Vancouver
1.
Faseur T, Cauberghe V, Hudders L. Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness. COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH. 2015;40(2):171–83.
IEEE
[1]
T. Faseur, V. Cauberghe, and L. Hudders, “Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness,” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, vol. 40, no. 2, pp. 171–183, 2015.
@article{5838461,
  abstract     = {{This study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad) and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem individuals, fear evoked by a social threat is effective, only when perceived self-efficacy is increased (in line with the EPPM). However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitudes and purchase intentions in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of appeals in which a positive social situation is shown.}},
  author       = {{Faseur, Tine and Cauberghe, Veroline and Hudders, Liselot}},
  issn         = {{0341-2059}},
  journal      = {{COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH}},
  keywords     = {{fear appeals,self-esteem,RESPONSES,SOCIOMETER,advertising effectiveness,self-efficacy,Social threat,METAANALYSIS,FEAR APPEALS}},
  language     = {{eng}},
  number       = {{2}},
  pages        = {{171--183}},
  title        = {{Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness}},
  url          = {{http://doi.org/10.1515/commun-2015-0002}},
  volume       = {{40}},
  year         = {{2015}},
}

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