Threat, Efficacy and Message Framing in Consumer Healthcare
Purpose: The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions towards consumer healthcare communications, particularly, cataract surgery. Design/methodology/approach: This paper develops two conc...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Emerald Group Publishing Limited
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/18262 |