The Impacts of Advertising Appeals and Message Framing on the Intentions of Health Examination:The Case of Magnetic Resonance Imaging
碩士 === 東海大學 === 高階經營管理碩士在職專班 === 106 === This study examines the effect of advertising appeals and message framing on intentions of physical examination. A 2 × 2 experimental design manipulates advertising appeals (rationality and emotion) and message framing (high fear vs. low fear) to test the pro...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/umx5h7 |