Revisiting fear appeals: a structural re-inquiry of the protection motivation model

Davide C. Orazi, Marta Pizzetti

Research output: Contribution to journalArticleResearchpeer-review

8 Citations (Scopus)


Replicating Johnston & Warkentin (2010), we demonstrate that social influence and self-efficacy are the main drivers of compliance with fear appeals. Contrary to the original study, we find that the acknowledgment of a severe threat encourages subjects to seize on the proposed recommendation, bolstering perceptions of efficacy. With this sole exception, the original results are fully replicated in a different research context employing a different population.
Original languageEnglish
Pages (from-to)223-225
Number of pages3
JournalInternational Journal of Research in Marketing
Issue number2
Publication statusPublished - Jun 2015
Externally publishedYes


  • Fear appeals
  • Online banking
  • Protection motivation
  • Response efficacy

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