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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Research Management Institute (RMI)
2014
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| Online Access: | https://ir.uitm.edu.my/id/eprint/12438/1/AJ_THINAVAN%20PERIYAYYA%20SMRJ%2014%201.pdf |