Interactive Effects of Message Framing, Product Perceived Risk, and Mood -- The Case of Travel Healthcare Product Advertising - This study offers theoretical and empirical support that mood moderates framing effects differently contingent on perceived risk associated with product use.
Year of publication: |
2007
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Authors: | Chang, Chun-Tuan |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 47.2007, 1, p. 51-65
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