Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim
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...
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| Format: | Book |
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Research Management Institute (RMI),
2014.
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