The Behavioral Responses of Consumers to the Intensity and Type of Fear Appeals Used in Anti-Obesity Advertisements: An Experimental Study on College Students in Tehran
Introduction: Some communicators resort to negative appeals such as fear to encourage consumers to healthy behaviors. Nonetheless, the effectiveness of this type of content is yet questioned. Present study has been conducted to investigate how fear intensity and fear type applied in anti-obesity adv...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Tehran University of Medical Sciences
2020-07-01
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| Series: | Journal of Biostatistics and Epidemiology |
| Subjects: | |
| Online Access: | https://jbe.tums.ac.ir/index.php/jbe/article/view/320 |