Using fear appeals in advertising for AIDS prevention in the college-age population.
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TL;DR
A multiple-indicator model reveals the impact of AIDS prevention advertising on dimensions of arousal and subsequent cognitive impressions of the advertisement and has strategic implications for addressing important target groups such as college students.
Abstract
A multiple-indicator model reveals the impact of AIDS prevention advertising on dimensions of arousal and subsequent cognitive impressions of the advertisement. Exploratory results obtained from a sample of college students indicate that levels of arousal and impressions of the advertisement vary according to emphasis on the deadly consequences of AIDS. These findings have strategic implications for addressing important target groups such as college students.