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100			_aBharadwaj, Apoorva and Mehta, Ritu _955079
245			_aDeveloping a model for use of fear appeals for countering vaccine hesitancy in intercultural contexts
260			_aVikalpa: The Journal for Decision Makers
300			_a 50(1), Jan-Mar, 2025: p.7-20
520			_aThis paper proposes the concept of culture as a variable in designing social marketing campaigns for Covid-19 vaccination. Fear appeal has been often used for inducing safety behaviours in contexts of smoking, drugs and risky driving. The authors claim that fear appeal can be efficacious for persuading people to take Covid-19 vaccination if it uses ‘culture’ as a filter. It analyses three cultural dimensions that impact the cognitive and affective processing of fear appeal: uncertainty avoidance, individualism, and high/low-context communication. The research develops a new culture-compatible communication model expandable to any vaccination drive or health campaign pivoted to bring about change.- Reproduced https://journals.sagepub.com/doi/full/10.1177/02560909241307709
650			_a• Fear appeal, Communication, Culture, Social marketing, Vaccine hesitancy. _955080
773			_aVikalpa: The Journal for Decision Makers
942			_cAR