Go to content
UR Home

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

Gierl, H., 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.

Full text not available from this repository.


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 ...

plus


Export bibliographical data



Item type:Article
Date:2000
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm)
Dewey Decimal Classification:300 Social sciences > 330 Economics
Status:Published
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Unknown
Item ID:18052
Owner only: item control page
  1. Homepage UR

University Library

Publication Server

Contact:

Publishing: oa@ur.de

Dissertations: dissertationen@ur.de

Research data: daten@ur.de

Contact persons