Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior
Year: 2013
Type: article
Authors: Tilmann Jäger, Martin Eisend
Institution: European University Viadrina
Language: English
Topic: Media Influence and Health
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W2014642866