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The Protection Motivation Model: A Normative Model of Fear Appeals
Home
Publications
The Protection Motivation Model: A Normative Model of Fear Appeals
The Protection Motivation Model: A Normative Model of Fear Appeals
JT
John F. Tanner
John F. Tanner
JH
James B. Hunt
James B. Hunt
DE
David R. Eppright
David R. Eppright
JR
Jr.
Jr.
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1 July 1991
journal article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 55
(3)
,
36
https://doi.org/10.2307/1252146
Abstract
Marketing researchers have questioned the use of the fear appeal, believing it to be too difficult to implement properly. AIDS, drug abuse, and other social pro...
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Open Access
Cited by 177 articles