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What to Convey in Antismoking Advertisements for Adolescents: The use of Protection Motivation Theory to Identify Effective Message Themes

Cornelia Pechmann, Guangzhi Zhao, Marvin E. Goldberg, Ellen Thomas Reibling
Year2003
VenueJournal of Marketing
Typearticle
Citations471
DOI10.1509/jmkg.67.2.1.18607
OpenAlexW2122051037

Topics

Smoking Behavior and CessationVulnerability (computing)PerceptionPsychologyAdvertisingTest (biology)