AIDS prevention and college students: male and female responses to "fear-provoking" messages.

This study was designed to examine the effects of fear appeals in AIDS prevention messages and to determine whether or not males and females differ in their response to these appeals. MANOVA results from a sample of 179 junior and senior business students at a mid-Atlantic urban university indicate that significant differences in message effects were associated with type of appeal, gender of the respondent, and the interaction between appeal and gender.