The effectiveness of a positively vs. negatively valenced PSA against sexually transmitted diseases – evidence from an experimental study
This study examines the effects of positive compared to negative appeals in persuasive health communication about sexually transmitted diseases (STDs). The theoretical background draws on the Extended Parallel Process Model, which is mainly used to ex- plain the processing of negative appeals (fear)...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | deu |
| Published: |
Nomos Verlagsgesellschaft mbH & Co. KG
2020-10-01
|
| Series: | Studies in Communication, Media |
| Online Access: | https://www.nomos-elibrary.de/10.5771/2192-4007-2020-3-341 |