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Media Contact: Eric Eckert, Baylor University Media and Public Relations, 254-710-1964 Follow us on Twitter: WACO, Texas (March 29, 2021) – As the United States continues its march to vaccinate millions of citizens against COVID-19, marketing researchers from Baylor University’s Hankamer School of Business have discovered a messaging model that motivates people to take preventive actions to battle the virus. Researchers Meredith David, Ph.D., associate professor of marketing, teamed up for their latest study, “ Healthcare. The professors found that fear – specifically the fear of COVID-19 – has been the driving factor that motivates people to take preventive measures. Simply put, the message equation is: Fear of COVID-19 plus information receptivity equals preventive behaviors.

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