What to Convey in Antismoking Advertisements for...

What to Convey in Antismoking Advertisements for Adolescents: The Use of Protection Motivation Theory to Identify Effective Message Themes

Cornelia Pechmann, Guangzhi Zhao, Marvin E. Goldberg and Ellen Thomas Reibling
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Volume:
67
Language:
english
Journal:
Journal of Marketing
DOI:
10.2307/30040519
Date:
April, 2003
File:
PDF, 3.59 MB
english, 2003
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