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Keywords: Fear appeal
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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
..., and evaluation of endorser credibility. Design/methodology/approach A between‐subject experiment was conducted with 96 students in a large state university. Fear appeals and endorser credibility were manipulated via stimulus ads. Participants' responses on elaboration, attitudes, and behavior intentions...
