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

Chun-Tuan Chang

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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