Purpose – This study seeks to examine which types of message appeals are more effective in reducing unrealistic optimism (a tendency for people to believe that they are less susceptible than others to encounter negative outcomes) and inducing purchase intentions of preemptive products in...

Purpose – The purpose of this paper is to extend a 2007 study by investigating which types of message appeals are more effective in reducing unrealistic optimism (a tendency for people to believe that they are less prone than are others to encounter negative outcomes) and inducing purchase...