Borges, Adilson; Gomez, Pierrick - In: Journal of Consumer Marketing 32 (2015) 6, pp. 441-449
). Study 2 shows that gain (vs loss)-framed messages using health appeals have better evaluations when featuring promotion (vs …. Practical implications – The practical implication is to help marketers to choose the right health argument to match the product … products can temporarily trigger a consumer’s regulatory focus and that messages using health arguments that are consistent …