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.



Citation:

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.

Authors

Nachiketas Nandakumar, Great Lakes Institute of Management, India
Bharadhwaj Sivakumaran, Great Lakes Institute of Management, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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