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 problems have caused practitioners to return to the fear appeal, but with little direction from marketing theory. The protection motivation paradigm offers a prescriptive model to improve the effectiveness of the fear appeal. The authors propose and empirically test several changes to the PM model. Results indicate that fear appeals should present certain material in a specified order and attack maladaptive behaviors.
The present study represents a reinquiry and extension of Rindfleisch, Burroughs, and Denton's (1997) foundational study concerning the impact of family structure on materialism and compulsive buying in young adults. In addition to reexamining the relationships specified in the Rindfleisch et al. study, the authors of this study also examine additional and/or different relationships. The findings of their reinquiry include the following: (1) family structure is positively related to the happiness dimension of materialism; (2) the predicted direct effect of family structure on compulsive buying was not supported, suggesting that divorce may not affect compulsive buying until early adulthood; and (3) the mediating roles of family stressors and family resources, and the moderating role of socioeconomic status may require additional investigation. Directions for future research in this nascent area of inquiry are offered.
This study examined the relationship of business college internships to college performance and to subsequent job opportunities. Whites were more apt to have had an internship than African Americans; there was no difference by gender. Students with internships had a significantly higher overall grade point average, were somewhat younger upon graduation, and were more apt to be employed upon graduation than students without internships. Internships were thus related to both better college performance and to receiving a job offer upon graduation. Discussion centered on the role of internship in realistic job expectations and recommendations for improving internships.
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