Consumer Responses to Swine Flu (H1N1) Threat and Fear Arousing Communications: The Case of Turkey

Abstract

The present study aims to study the effect of consumers’ perceptions of H1N1 threat and of succeeding fear emotions on their coping responses and intentions to be vaccinated in a naturalistic setting. The findings reveal that increasing levels of threat appraisal significantly increases fear emotions. Coping appraisal intervenes between fear emotions and coping responses. The results support the propositions of the Ordered Protection Motivation Model (OPMM). Information source, source credibility, rumors, public media news, reference groups’ preferences and religious attitudes have moderating influences as well.