• The Influence of Prevention Focus of Self-Regulatory on Risk Perception and Response under Fear Appeals

Abstract

A social marketing campaign influences or changes people’s behavior by using advertising and promotional activities. Fear appeals can successfully improve the persuasion effectiveness of social marketing. This study focuses on social marketing activities and uses cervical cancer vaccination promotion as a research object. The research aims to investigate the relationship among prevention self-regulatory focus, involvement, and perceived risk and risk response behavior intentions. Prevention focus of individuals’ information processing model is an

antecedent that influences risk response behavioral intention. A questionnaire survey of 216 female subjects was conducted, and the results show that (1) prevention focus of self-regulation will positively affect perceived risk; (2) perceived risk will positively affect risk response behavioral intention; (3) perceived risk will positively affect involvement; and (4) involvement will positively affect risk response behavioral intention. Based on these findings, several suggestions for social marketing practice and future academic research are proposed.

Keywords: Self-Regulatory Focus, Prevention Focus, Risk Perception, Social Marketing