Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam
Abstract While considerable effort is invested in rhino horn demand reduction campaigns, it is unclear to what extent users are exposed to and accept the messages in these ads. We investigate recall as an indicator of exposure and the influence of different reference groups by conducting 50 semi‐str...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2020-12-01
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| Series: | People and Nature |
| Subjects: | |
| Online Access: | https://doi.org/10.1002/pan3.10121 |