Assignment On: Business Research Project Proposal Subject: Effect of Fear Advertising Campaign on Consumer behavior.

Currently, more than 35.7% of US adults are considered obese, according to the Centers for Disease Control and Prevention (CDC 2012). Even though a considerable amount of resources continue to be committed to reducing overweight and obesity statistics (United States Department of Agriculture, USDA 2012), its prevalence throughout affluent countries in the world continues to rise  with obesity medical-related costs estimated in the billions each year. Despite intensified efforts by the government and consumer welfare advocate organizations to provide ongoing social marketing health campaigns and national weight-management programs, along with other obesity reduction intervention initiatives, the problem persists rather than improves over time. Speaking to the critical nature of the obesity epidemic, academics in multiple disciplines also conduct ongoing research in the area (Dooley, Deshpande and Adair 2010; McDermott et al. 2006). Given the immense costs associated with the advertisement expenditures of fighting obesity in the United States, it is important to understand how health advertisements impact consumer lifestyle choices. Therefore, the purpose of this research is to examine the effectiveness of various message frames of health advertisements on attitudes towards the advertisement and health behavioural intentions