What matters in healthcare product advertising effectiveness? : the influences of message framing, perceived product characteristics and consumer individual differences
“Framing effects” has become a generic term to represent the idea that, holding all else constant, the decision-making context (i.e., how the message is framed) can have a profound effect on choice behaviours. Important applications have been found in healthcare marketing, not least in terms of how...
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University of Edinburgh
2004
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.642739 |