When to Accentuate the Negative: The Effects of Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behavior
- 1 May 1995
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 32 (2) , 192
- https://doi.org/10.2307/3152047
Abstract
The authors explore the relationship between perceived efficacy, depth of processing, and message framing. They conduct two experiments on varying health-relate...Keywords
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