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Keywords: Attitude change
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Journal Articles
Differential effects of fear‐eliciting DTCA on elaboration, perceived endorser credibility, and attitudes
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International Journal of Pharmaceutical and Healthcare Marketing (2012) 6 (1): 4–22.
Published: 30 March 2012
...Hyojin Kim; Chunsik Lee Purpose In response to concerns regarding frequent uses of emotional appeals and endorsers in DTCA, this paper aims to investigate the relative effects of fear‐eliciting and non‐fear‐eliciting DTC ads on elaboration and attitude change regarding the drug and health issue...
