Go to content
UR Home

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

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


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 ...


Owner only: item control page
  1. Homepage UR

University Library

Publication Server


Publishing: oa@ur.de

Dissertations: dissertationen@ur.de

Research data: daten@ur.de

Contact persons