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Die Wirkung positiver und negativer Aussagen in der Werbung vor dem Hintergrund des Message-Framing

Gierl, H. and Helm, Roland and Satzinger, M. (2000) Die Wirkung positiver und negativer Aussagen in der Werbung vor dem Hintergrund des Message-Framing. Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung: ZfbF = Schmalenbach business review 52, pp. 234-256.

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Abstract

Using theoretical backgrounds of protection motivation theory and message framing the authors investigate the impact of positively and negatively framed messages on consumers' attention and adaptive motivation. They develop a new model in which consumers' protection motivation is affected by four components, believability, expectancy, coping efficacy and self efficacy, for positively and ...

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Item Type:Article
Date:2000
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm)
Subjects:300 Social sciences > 330 Economics
Status:Published
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Unknown
Owner: Ingrid Mittermeier
Deposited On:16 Nov 2010 09:44
Last Modified:15 Jul 2011 10:27
Item ID:18052
Owner Only: item control page
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