Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim

• Main Authors: Periyayya, Thinavan (Author), Wee, Vincent Eng Kim (Author)
• Formato: Livro
• Publicado em: Research Management Institute (RMI), 2014.
• Assuntos: Article; PeerReviewed
• Acesso em linha: Link Metadata

This is a micro study of an on-going macro study of the different categories of fear appeals used in the on-going national anti-smoking campaign. A quasi-experimental design was used to study the respondents' responses to the anti-smoking print advertisement campaign. Two types of advertisement...