I12. the Effect of 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) ,"I12. the Effect of Susceptibility-Induced Threat in the Preventative Communication", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 913-913.
Authors
Moon-Yong Kim, Hankuk University of Foreign Studies
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana
Featured
Human or Robot? The Uncanny Valley in Consumer Robots
Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA
Featured
Algorithm Attraction versus Aversion: The Role of the Perceived Self-Efficacy of the Decision Maker
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Darren Dahl, University of British Columbia, Canada