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Keywords: Message frame
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Journal Articles
Preparing for retirement: the influence of message frame, message appeal and life stage
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2023) 13 (4): 572–592.
Published: 17 July 2023
... between message frame and message appeal on individual preparedness for retirement, specifically in terms of an individual’s willingness to contribute to retirement savings. Design/methodology/approach Across three studies, the authors show that message frames with a gain-orientation are more...
