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Keywords: Direct‐to‐consumer pharmaceutical advertising
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Journal Articles
Differential effects of fear‐eliciting DTCA on elaboration, perceived endorser credibility, and attitudes
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2012) 6 (1): 4–22.
Published: 30 March 2012
... a specific emotion elicited in the ad has differential impact on brand‐related and health‐related outcomes and how the effectiveness of emotional appeals and endorser credibility can be maximized. © Emerald Group Publishing Limited 2012 Direct‐to‐consumer pharmaceutical advertising Fear appeal...
