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"ABSTRACTKecelakaan lalu lintas terus meningkat setiap tahunnya. Helm berstandar nasional dapat mengurangi risiko cedera kepala secara signifikan, namun kesadaran pengendara motor untuk membeli helm SNI masih rendah. Oleh karena itu, dibutuhkan upaya promosi yang kreatif melalui iklan dengan daya tarik tertentu. Penelitian ini menguji pengaruh daya tarik iklan rasa takut dan humor terhadap intensi membeli, serta peran need for cognition NFC sebagai moderator. Penelitian ini merupakan penelitian eksperimental daring dengan 2 daya tarik rasa takut: ada vs tidak x 2 humor: ada vs tidak between subjects factorial design. Partisipan berjumlah 335 orang pengendara motor berusia 18-29 tahun di kawasan Jabodetabek. Hasil penelitian ini menunjukkan bahwa daya tarik rasa takut dapat meningkatkan intensi membeli, sementara NFC memiliki pengaruh yang signifikan terhadap daya tarik humor dan intensi membeli. Dari studi ini, dapat disimpulkan bahwa daya tarik rasa takut masih menjadi daya tarik yang paling efektif dalam meningkatkan intensi membeli untuk konteks iklan keselamatan pengendara. Sementara itu, daya tarik humor cocok untuk digunakan pada iklan yang memiliki segmentasi individu dengan NFC yang tinggi. Dengan demikian, diharapkan hasil penelitian ini dapat menjadi acuan bagi pemerintah maupun pekerja di bidang periklanan dalam menentukan daya tarik yang akan digunakan pada iklan untuk meningkatkan intensi membeli konsumen potensial.

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ABSTRACTRoad traffic accidents increase dramatically each year, especially motorcycle with head injuries. National standard helmets are expected to significantly reduce the risk of head injury, but motorcycle riders 39 awareness to buy SNI helmets is still very low. Therefore, it takes creative promotional efforts through advertising with a certain appeal. This study examined the effect of fear and humor appeal in advertising on purchase intention, as well as tried to see the role of need for cognition NFC as moderator. This research is an online experimental research with 2 appeal of fear present vs none x 2 humor present vs none between subjects factorial design. The participants are 335 bikers aged 18 29 years old in the Greater Jakarta area. The results of this study indicate that fear appeal could increase purchase intention, while NFC has a significant influence on humor appeal and purchase intention. From the results obtained, it can be concluded that fear is the most effective appeal in improving purchase intention for the context of rider safety ads. Meanwhile, humor is suitable as appeal in ads that have segmentation of individuals with high NFC. Thus, the results of this study can be a reference for government and advertising workers in determining particular appeal that will be used in advertising to increase potential consumers purchase intention."

"Contents :- Preface - Foreword - Acknolwedgments - Section 1: Framing - Chapter 1: What is Change Management - Chapter 2: Assume the Position - Chapter 3: Vision: It's Got to be Real - Chapter 4: Frame the "Why?" - Chapter 5: The Change Recipe - Chapter 6: Scaling the Change - Chapter 7: Do I Need a Message? - Section 2: Leadership and Teams - Chapter 8: And Now, A Word from Our Sponsor - Chapter 9: An Army of One - Chapter 10: Are the Right People on the Team? - Chapter 11: Don't Forget the Carrot - Section 3: Design - Chapter 12: Structure Enables Change - Chapter 13: Align Your Design - Chapter 14: Four Truths of Organization Design - Section 4: Resistance - Chapter 15: The Hecklers - Chapter 16: A State of Confusion - Chapter 17: People Prefer the Predictable - Chapter 18: We're Hardwired to Resist Change - Chapter 19: Change Your Mind - Section 5: Culture - Chapter 20: It's the Culture, Stupid! - Chapter 21: Subculture Savvy - Section 6: Branding - Chapter 22: Brand with Caution - Chapter 23: Symbols Matter - Chapter 24: Combating Existing Symbols - Section 7: Communication - Chapter 25: Change Communication 101 - Chapter 26: The Big Shift - Chapter 27: Not Communicating is Communicating - Chapter 28: I Already Told Them! - Chapter 29: Be Willing to Say the Hard Things - Chapter 30: Communication Gotchas - Section 8: Momentum - Chapter 31: The Tipping Point - Chapter 32: Don't be Afraid to Engage the Masses - Chapter 33: The Psychology of Signing on - Chapter 34: Emotion: It's All in the Story - Chapter 35: Map It - Chapter 36: Stakeholders Get Weary - Section 9: Measurement - Chapter 37: If a "change" happens in the woods... - Chapter 38: PACE Yourself! - About the Authors "

"Contents :- Preface - Foreword - Acknowledgements - Section 1: Fundamentals - Section 2: Medium - Section 3: Engagement - Section 4: Performance - About the authors "