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PERSUASIVENESS OF ONLINE ADVERTISEMENT WITH FEAR APPEALS: THE INFLUENCE OF SELF-REGULATORY FOCUS AND INVOLVEMENT

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Author(s): Chih-Chien Wang | Hsien-Tung Tsai | Ming-Chian Lee

Journal: International Journal of Electronic Commerce Studies
ISSN 2073-9729

Volume: 3;
Issue: 1;
Start page: 187;
Date: 2012;
Original page

Keywords: Self-Regulatory Focus | Fear Appeals | Online Advertisement

ABSTRACT
This study investigates the influence of self-regulatory focus on the persuasiveness of online advertisement having fear appeals. The empirical survey results of 170 voluntary participants revealed that content with fear appeals could be used to persuade audiences with self-regulatory prevention focus.
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