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Role of Personality in Response to Fear Appeal Advertisements on Oral Hygiene


Affiliations
1 St. Joseph’s college of Engineering, Jeppiaar Nagar, OMR, Chennai, Tamil Nadu, India
2 Anna University – Madurai, PTR Vazhagam, Alagar Koil Road, Madurai, Tamil Nadu, India
     

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In this world of extremely fragmented markets, there is a need to recognise the importance of understanding customers to achieve effectiveness of marketing activities. It is logical that different people have different and unique responses for different types of advertisements according to their characteristics and they may react most positively when exposed to advertisements that match their personality. Fear appeal ads, as a tactic of persuasion, influence such attitudes and behaviour of customers. The purpose of this study is to investigate whether different personality traits influence the responses to fear appeal advertisements. The present study uses five individual differences personality variables like openness to experience, conscientiousness, extraversion, agreeability, and neuroticism/stability to study the responses to fear appeal advertisements on oral hygiene. The results show that there is a significant relationship between agreeableness, extraversion and seriousness towards gingivitis and bad breath whereas there is a significant relationship between openness and seriousness towards tooth decay.

Keywords

Fear Appeal, Personality, Oral Care.
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  • Role of Personality in Response to Fear Appeal Advertisements on Oral Hygiene

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Authors

S. Ajit
St. Joseph’s college of Engineering, Jeppiaar Nagar, OMR, Chennai, Tamil Nadu, India
V. Joseph Paul Raj
Anna University – Madurai, PTR Vazhagam, Alagar Koil Road, Madurai, Tamil Nadu, India

Abstract


In this world of extremely fragmented markets, there is a need to recognise the importance of understanding customers to achieve effectiveness of marketing activities. It is logical that different people have different and unique responses for different types of advertisements according to their characteristics and they may react most positively when exposed to advertisements that match their personality. Fear appeal ads, as a tactic of persuasion, influence such attitudes and behaviour of customers. The purpose of this study is to investigate whether different personality traits influence the responses to fear appeal advertisements. The present study uses five individual differences personality variables like openness to experience, conscientiousness, extraversion, agreeability, and neuroticism/stability to study the responses to fear appeal advertisements on oral hygiene. The results show that there is a significant relationship between agreeableness, extraversion and seriousness towards gingivitis and bad breath whereas there is a significant relationship between openness and seriousness towards tooth decay.

Keywords


Fear Appeal, Personality, Oral Care.

References