search query: @journal_id 1668 / total: 273
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| Author: | Laroche, M. (et al.) |
| Title: | A cross-cultural study of the persuasive effect of fear appeal messages in cigarette advertising: China and Canada |
| Journal: | International Journal of Advertising
2001 : VOL. 20:3, p. 297-318 |
| Index terms: | Advertising research Cigarette industry China Canada |
| Language: | eng |
| Abstract: | This exploratory study investigated the moderating influence of culture on the persuasive power of fear appeal advertisements differing on type of fear. The conceptual framework for the study was based on Rogers' Protection Motivation model and incorporated type of fear, physical and social, as an independent variable and culture as a moderating variable. An experiment was conducted on a sample of 173 Anglo-Canadian and 180 Chinese subjects. |
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