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| Author: | Reichert, T. Heckler, S.E. Jackson, S. |
| Title: | The effects of sexual social marketing appeals on cognitive processing and persuasion |
| Journal: | Journal of Advertising
2001 : SPRING, VOL. 30:1, p. 13-27 |
| Index terms: | COGNITION SEX SOCIAL MARKETING |
| Freeterms: | PERSUASION |
| Language: | eng |
| Abstract: | Increasingly, social marketers are using sexual information in public service and collateral material for a wide range of causes. This study builds on previous research to explain how sexual appeals can affect cognitive processing and persuasion for "help-self" social marketing topics. |
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