Communicating The Consequences of Early Detection : The Role of Evidence and Framing  

Oleh:

Cox, Anthony D. ; Cox, Dena

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 65 no. 3 (2001), page 91-103.
Topik: communication; communivation; detedction; evidence; framing

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Despite the enormous benefits of early - detection products, consumers are reluctant to use them. The authors explore this reluctance, testing alternative approaches to communicating the consequences of detection behaviours. The results suggest that anecdotal messages are more involving than statistical messages and that positive anecdotes (about gains from screening) are less persuasive than negative anecdotes (about the losses from failing to get screened) ; positive anecdotes appear to cause a "boomerang" effect. The authors discuss implications for promoting consumer risk-reduction behaviours.

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