The study examined the
relationship between systematic
interaction, fear appeals, and exercise intention
using group-centered and participatory
approaches. The longitudinal experimental
design was used to understand the phenomenon
of fear appeals (risk perception) for adopting
sustained physical activities. The sample
comprised two treatment conditions i.e.
experimental group and control group to measure
the impact of interventions for verification of the
proposed conceptual model. The findings indicate
that risk perception mediated the relationship
between systematic interaction and exercise
intention. Moreover, systematic interaction has a
positive effect on risk perception and exercise
intention. The findings conceptually advance the
fear appeal theory with a new lens using a
participatory paradigm to augment sustained
behavior change. We advocate that use of
systematic interaction adds value in expanding
the scope of a theoretical base for marketing.
1-Farooq Ahmad Assistant Professor,Faculty of Management & Social Sciences,University of Okara, Okara, Punjab, Pakistan. 2-Muhammad Nawaz Qaisar Independent Researcher 3-Syed Ali Raza Hamid Assistant Professor, Hamdard Institute of Management Sciences,Hamdard University, Islamabad Campus, Pakistan.
Fear Appeals, Risk Perception, Systematic Interaction, Behavior Change