Improving the Effectiveness of Healthcare Communication: the Critical Role of Vividness
This article explores the literature on threat appeals and vividness and offers the health campaigner ways to operationalize the vividness construct under a threat appeals framework. We propose conditions under which vividness effects become significant, thereby enhancing the effectiveness of health risk communication. Contributions to theory and practice are discussed.
Nachiketas Nandakumar and Bharadhwaj Sivakumaran (2018) ,"Improving the Effectiveness of Healthcare Communication: the Critical Role of Vividness", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 74-74.
Nachiketas Nandakumar, Great Lakes Institute of Management, India
Bharadhwaj Sivakumaran, Great Lakes Institute of Management, India
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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