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

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 advertisements wer...

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Bibliographic Details
Main Authors: Periyayya, Thinavan, Wee, Vincent Eng Kim
Format: Article
Language:English
Published: Research Management Institute (RMI) 2014
Subjects:
Malaysia
Methods. Outdoor advertising. Billboards. Posters
Online Access:https://ir.uitm.edu.my/id/eprint/12438/

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