How does consumers' knowledge about the persuasion tactics used in advertising (e.g. fear appeals) influence their psychological and behavioural responses?

How does consumers' knowledge about the persuasion tactics used in advertising (e.g. fear appeals) influence their psychological and behavioural responses?

The rate of binge drinking in the United Kingdom still remains high, despite government efforts to warn against the short and long-term dangers. Most governmental advertising uses fear appeals to highlight these dangers but research has shown that consumer knowledge of such persuasion tactics can re...

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Bibliographic Details
Main Author: Livermore, Rebecca S
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2009
Online Access:https://eprints.nottingham.ac.uk/23000/

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