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- aggregation classification "A2".
- aggregation creator B975174.
- aggregation creator person.
- aggregation creator person.
- aggregation date "2014".
- aggregation hasFormat 5675260.bibtex.
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- aggregation identifier I.
- aggregation isPartOf urn:issn:1613-4087.
- aggregation language "eng".
- aggregation title "Social threat appeals in commercial advertising: The moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness".
- aggregation abstract "This study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad) and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem individuals, fear evoked by a social threat is effective, only when perceived self-efficacy is increased (in line with the EPPM). However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitudes and purchase intentions in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of appeals in which a positive social situation is shown.".
- aggregation authorList BK1367852.
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