Increasing the persuasiveness of anti-drunk driving appeals: The effect of negative and positive message framing
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DOI: 10.1016/j.jbusres.2019.01.050
Abstract: Abstract A number of mass media campaigns encouraging anti-drunk driving (ADD) behavior have been implemented over the past several decades. However, the messaging within most of the current ADD advertising campaigns focuses on the negative… read more here.
Keywords: driving appeals; persuasiveness anti; drunk driving; increasing persuasiveness ... See more keywords