Consumer Responses to the Susceptibility-Induced Threat in the Preventative Communication

This research investigates gender differences in responding to the preventative communication by varying the level of susceptibility-induced threat. Specifically, it is predicted that higher level of susceptibility is more likely to have a negative effect on persuasion for females (vs. males) due to their maladaptive responses to the threatening message.



Citation:

Moon-Yong Kim (2018) ,"Consumer Responses to the Susceptibility-Induced Threat in the Preventative Communication", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 285-285.

Authors

Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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