Our planet's climate is changing (U.S. Environmental Protection Agency, 2010), and current scientific evidence proves that global climate change is induced by humans (Intergovernmental Panel on Climate Change, 2007). Many scientists agree that climate change is one of the greatest threats faced by our planet. The climate change literature demonstrates that fear appeals can be used to encourage behavioral changes that will mitigate climate change (Nisbet, 2009; Patchen, 2006; Pike, Doppelt, & Herr, 2010). This article proposes Protection Motivation Theory (PMT; Rogers, 1983) as a suitable model to guide communication campaigns in the area of climate change. It also analyzes the extent to which a series of communication campaigns that are designed to persuade individuals to adopt behaviors that prevent climate change conform to PMT. Recommendations to improve the campaigns are presented.

Driving habits are changing, yet studies show that texting while driving remains widespread, leading to numerous accidents and deaths. This article proposes using the Extended Parallel Process Model (EPPM) to understand texting while driving and to guide communication campaigns against distracted driving. This article also identifies, presents, and analyzes, in terms of their fit with EPPM, 11 campaigns that are designed to persuade individuals to abstain from texting while driving. Finally, this article presents recommendations to guide and improve future initiatives.

Water scarcity, changing climate patterns and polluted water bodies have caused the current global water crisis that is threatening many nations around the world. Despite this significant threat, few academic literature references can be found on promoting changes that focus on saving and protecting our planet's water. In this research, the Protection Motivation Theory [(PMT) Rogers J Psychol 91: 93-114, 1975; 1983)] is proposed as an effective model for guiding communication campaigns that support water resource management. PMT is a widely used 'fear appeal' model that can persuade audiences to change their behaviors or invoke actions to avoid a negative threat or event. Twenty marketing campaigns focusing on implementing behavior and activities to better manage our water resources were analyzed for their adherence to the PMT. The analysis showed that although a majority of the marketing communications on water resources successfully conformed to PMT, some marketing communications failed to include pertinent PMT factors. Implications on developing marketing communications related to reducing water resources are discussed.

PurposeThe purpose of this paper is to examine the role of social marketing programs in preventing drunk driving, and how protection motivation theory (PMT) can be used to create effective anti drunk driving communications.Design/methodology/approachCommunication and program materials aimed at reducing drunk driving were identified and gathered from English‐language websites from the USA, Canada, UK, Australia, and New Zealand, and a qualitative review was conducted.FindingsThe review provides a description of the key themes and messages being used in anti drunk driving campaigns, as well as target population, campaign components, and sources of funding. A key facet of this review is the examination of the use of PMT in social marketing campaigns designed to prevent drunk driving.Originality/valueThe review presents social marketing campaigns aimed at preventing drunk driving in English‐speaking countries, and shows that PMT can be successfully used in this context. The paper provides a guide for future initiatives, as well as recommendations for social marketing practitioners.

Many effective social marketing campaigns seek to change health-related behavior by utilizing various health-protective behavioral theories. In this article, we review and integrate three such theories: protection motivation theory (PMT), the extended parallel process model (EPPM), and the transtheoretical model (TTM). We highlight how EPPM and TTM can be used to refine PMT by adding insight into the decision-making process involved when consumers consider whether or not to follow a particular recommended health behavior. Specifically, the development of an integrated PMT model can provide insight into the characteristics of people more or less likely to change, what happens when persuasion fails, and what can be done to increase persuasion. Developing an integrated PMT model opens new avenues of research that have the potential to increase our understanding of behavior and assist in creating more persuasive social marketing campaigns.