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

Gierl, H. ; Helm, Roland ; Satzinger, M.


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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