Validation of Persuasive Effects of Fear Appeals Based on the Ordered Protection Motivation Model
碩士 === 大同工學院 === 事業經營研究所 === 86 === Marketing communications are designed to influence attitude and behavior. The fear appeal, a message that attempts to influence behavior through the threat of some danger, is one such type of marketing communication. The power of such appeals seems obvious; all th...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
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1998
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| Online Access: | http://ndltd.ncl.edu.tw/handle/42793606969714277955 |