Investigating Consumer Message Processing of Fear and Challenge Based Advertising: A Conceptual Framework

Svetlana de Vos, Roberta Veale, Pascale Quester, Jasmina Ilicic

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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
Subtitle of host publicationDrawing on the Past to Shape the Future of Marketing
EditorsColin Campbell, Junzhao Jonathon Ma
Place of PublicationCham, Heidelberg, New York, Dordrecht, London
Number of pages10
ISBN (Electronic)9783319241845
ISBN (Print)9783319241821
Publication statusPublished - 2016
Externally publishedYes
Event2013 Academy of Marketing Science: 16th Biennial World Marketing Congress - Monash University, Melbourne, Australia
Duration: 17 Jul 201319 Jul 2013

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


Conference2013 Academy of Marketing Science


  • Distress Tolerance
  • Experiential Avoidance
  • Problem Gambling
  • Social Marketing
  • Threat Appraisal


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