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...