Keywords: Negative framing
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Journal Articles
European Journal of Marketing (2014) 48 (11-12): 1914–1938.
Published: 04 November 2014
... enhance external efficacy instead of self-efficacy because nothing is said in them to alter individuals’ beliefs about their ability to perform. Specific self-efficacy General self-efficacy External efficacy Positive framing Negative framing Threat arousal Fear appeals Recently...

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