Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim

• Main Authors: Periyayya, Thinavan, Wee, Vincent Eng Kim
• Format: Article
• Language: English
• Published: Research Management Institute (RMI) 2014
• Subjects: Malaysia; Methods. Outdoor advertising. Billboards. Posters
• Online Access: http://ir.uitm.edu.my/id/eprint/12438/1/AJ_THINAVAN%20PERIYAYYA%20SMRJ%2014%201.pdf; http://ir.uitm.edu.my/id/eprint/12438/; https://smrj.uitm.edu.my/
• Institution: Universiti Teknologi Mara

This is a micro study of an on-going macro study of the different categories of fear appeals used in the on-going national anti-smoking campaign. A quasi-experimental design was used to study the respondents’ responses to the anti-smoking print advertisement campaign. Two types of advertisements wer...