Global ETD Search
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Showing 1 to 2 of 2 for “"emotional advertising"”.
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Investigating effective social marketing campaigns: the direct and indirect impacts of fear, challenge, and fear mixed with challenge appeals on help-seeking intentions
… to investigate the persuasive power of emotional advertising eliciting fear, challenge and fear mixed with challenge in consumers to induce help-seeking behavioural intentions in social marketing context. The study seeks to evaluate the direct and indirect impact of fear, challenge and …
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Overcoming Cognitive and Motivational Barriers to Media Literacy: A Dual-Process Approach
… and processing ability (emotion-based advertising, environmental distractions) influence the processes of media literacy. Participants (N = 882) were randomly assigned to 16 conditions in a 2 [vulnerability: demonstrated, control] x 2 [distractions: present, absent] x 2(2) [ad type: …