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.