Interactive Effects of Message Framing, Product Perceived Risk, and Mood — The Case of Travel Healthcare Product Advertising

This study investigates the most appropriate message framing to present to consumers in print advertisements for healthcare products.

Interactive Effects of Message Framing, Product Perceived Risk, and Mood — The Case of Travel Healthcare Product Advertising

Chun-Tuan ChangNational Sun Yet-Sen University
Many marketing and advertising studies have examined ways of advertising...
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