The Protection Motivation Model: A Normative Model of Fear Appeals
研究了恐惧诉求的有效性，提出并检验了保护动机模型的改进，发现按特定顺序呈现信息并针对不良行为能提升效果，对营销和公共健康实践有指导意义。
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.