Increasing Psa Effectiveness: Two Routes From Self-Threat to Message Acceptance

To increase acceptance of threatening messages, specially threatening public service announcements, past research has attempted either to reduce individuals’ experience of threat through self-affirmation or to elevate individuals’ mood. Through three lab studies and one field study, we identify conditions under which each is more effective and explore the mechanism.


Jingjing Ma, Kent Grayson, and David Gal (2017) ,"Increasing Psa Effectiveness: Two Routes From Self-Threat to Message Acceptance", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 764-765.


Jingjing Ma, Peking University, China
Kent Grayson, Northwestern University, USA
David Gal, University of Illinois at Chicago, USA


NA - Advances in Consumer Research Volume 45 | 2017

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