Promoting AIDS-preventive behaviours: The role of message fear appeal and audience's characteristics

This study was conducted to assess the effects, in terms of cognitive elaboration and behavioural intentions, of television anti-AIDS public service announcements adopting different levels of fear appeal. At the same time, the influence of audience's characteristics, such as general orientation toward risk, perceived risk of contracting AIDS, and past sexual behaviours was analyzed. 114 Italian undergraduate non-psychology students participated in a pretest-treatment-posttest experiment on voluntary basis. Subjects were randomly allocated to the exposure of three messages adopting increasing levels of fear appeal. Results both from analyses of covariance and from structural equation modelling show that: a) extreme levels of fear appeal induce negative evaluations and reduced compliance with the message; b) future preventive intentions are much more affected by past preventive behaviours than by anti-AIDS messages; c) general orientation toward risk significantly affects both past and future preventive behaviours.