Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use

Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use

Guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), this study explored the persuasive efficacy of Graphics Interchange Formats (GIFs) and the moderating effect of gender on visual format and emotional valence. We conducted a 2 (visual format) x 2 (emotional valenc...

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Bibliographic Details
Main Authors: Lee, Bianca Ann, Lee, Lena Cheng Yeng, Liang, Tessa Su En, Ang, Zandra Rui Yi
Other Authors: Kim Hye Kyung
Format: Final Year Project (FYP)
Language:English
Published: 2019
Subjects:
DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
Online Access:http://hdl.handle.net/10356/76627

Internet

http://hdl.handle.net/10356/76627

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