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    题名: Enhancing Self-Referencing to Health Messages: Implications for Public Health Campaigns
    作者: Chang, Chingching
    張卿卿
    贡献者: 政大廣告系
    关键词: Health education
    日期: 2011-03
    上传时间: 2013-02-25 09:52:02 (UTC+8)
    摘要: A mediation model in which internal and external request tactics enhances the perceived effectiveness of a public health messages by increasing self-referencing, but only for persons concerned about the targeted health issue. For those concerned about hepatitis B (but not for those who are not concerned), using second-person pronouns rather than third-person terms (an internal request tactic) and using rhetorical questions rather than declarative statements in the ad headings (an external request tactic) enhance perceived message effectiveness. As expected, both processes are mediated by increased self-referencing.
    關聯: Journal of Consumer Affairs,45(1),147-164
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1111/j.1745-6606.2010.01196.x
    DOI: 10.1111/j.1745-6606.2010.01196.x
    显示于类别:[廣告學系] 期刊論文

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