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Interplay of threat appeal and presentation form on health message processing outcomes

Title
Interplay of threat appeal and presentation form on health message processing outcomes
Author
최윤형
Keywords
threat appeal; fear; presentation form; health; message processing
Issue Date
2008-10
Publisher
MARQUETTE BOOKS LLC
Citation
AMERICAN JOURNAL OF MEDIA PSYCHOLOGY, v. 1, Nos. 3/4 (Summer/Fall 2008), Page. 131-152
Abstract
This study examined the interplay of threat appeal and message presentation form on memory, arousal, attitudes, and behavioral intention. An experimental study found that message presentation form significantly moderates the effect of threat appeal on choosing public service announcements (PSAs) for friends who want to quit smoking, such that a more frequent choice for high threat appeal-based PSAs was found for those participants who saw PSAs in a dynamic form than for those who saw PSAs in a static form. Practical and theoretical implications are discussed.
URI
http://www.marquettebooks.com/images/AJMP_Volume_1_2008_rs.pdfhttps://repository.hanyang.ac.kr/handle/20.500.11754/80726
ISSN
1940-929X
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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