haku: @journal_id 58 / yhteensä: 815
viite: 175 / 815
| Tekijä: | Keller, P. Block, L. |
| Otsikko: | Increasing the persuasiveness of fear appeals: the effect of arousal and elaboration |
| Lehti: | Journal of Consumer Research
1996 : MAR, VOL. 22:4, p. 448-460 |
| Asiasana: | CONSUMER RESEARCH EFFECTIVENESS MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | The authors investigate the conditions under which messages that prompt low and high levels of fear are likely to be effective. The authors' premise is that when a low level of fear is ineffective, it is because there is insufficient elaboration on the harmful consequences of engaging in the destructive behavior. By contrast, when appeals arousing high levels of fear are ineffective, it is because too much elaboration on the harmful consequences interferes with processing of the recommended change in behavior. |
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