Mathur, Pragya; Jain, Shailendra Pratap; Hsieh, Meng-Hua; … - In: Organizational Behavior and Human Decision Processes 122 (2013) 2, pp. 141-151
This research investigates the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents’ implicit theories (entity/incremental). Three experiments demonstrate that for detection advocacies, incremental theorists are more...
