... and Stenger, 2024). By using a two-wave design with a clean follow-up sample (excluding those re-exposed to similar ads in the interim), this study is able to isolate the decay in threat appraisal, coping appraisal and behavioral intention over a one-month period. The findings reveal statistically...

...Sonal Arora; Mahim Sagar Purpose This study aims to present a novel framework of “communication-led behavioral intention” in an effort to aid in the process of planning and coordinating social marketing campaigns on difficult subjects that go against social conventions, including the proper...