Understanding the emotional and coping responses of adolescent individuals exposed to threat appeals

Social marketers continue to incorporate threat appeals into their advertising campaigns. By understanding how both type, and level of threat, as well as individuals’ emotional response impacts on their coping response, health communicators can become knowledgeable about how to generate health message acceptance.

Understanding the emotional and coping responses of adolescent individuals exposed to threat appeals

Sonia Dickinson and Matthew HolmesCurtin University of Technology

INTRODUCTION

Social marketers have many communication options available in the development of campaigns associated with health-related contexts. Advertising that uses emotion-based persuasion (usually in the form of a threat), is commonly used by health marketers to influence an audience (Tanner et al. 1991; Schoenbachler & Whittler 1996; Pechmann & Goldberg 1998; Pechmann et al. 2003; Ruiter et al. 2003; de Hoog et al.2005; Smith & Stutts 2006). These...

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