Philippine E-Journals

FEAR APPEAL AS A FACTOR IN SAFEGUARD’S PAMILYA ON GUARD ADVERTISEMENTS ON THE BRAND AWARENESS AND PURCHASE INTENTION OF MOTHERS

Maria Erika A. Manicsic | Audrey Yucamco | Jhennie Caldito-villar

 

Abstract:

This research explores the possibility of fear appeal (emotional response to the presence of a danger or threat) having a relationship with brand awareness and purchase intention. The proponents use Safeguard, which has been the number one soap brand in the Philippines for decades, and its “Pamilya On Guard” commercial, which was directed to help mothers in protecting their families from getting germs and from getting sick. Through a survey questionnaire given to 400 mothers from Barangay Tatalon in Quezon City, the mothers’ purchase intentions towards Safeguard as a brand are rated with the uses of multiple choice, yes or no questions and a four-point Likert scale. Brand awareness and fear appeal are also measured through frequencies and the Spearman rho correlations. The study reveals that while the mothers from Tatalon, Quezon City are aware of the said brand and have the intent to purchase, and the aforementioned commercial has fear appeal, that there is no significant relationship between the three variables. The researchers conclude that there should be a proper utilization of the message and other advertising appeal formats should be applied since it is found that fear appeal has no impact to the mothers of Tatalon, Quezon City.