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Full-Text Articles in Medicine and Health Sciences
Depressed Men Angry Women: Non-Stereotypical Gender Responses To Anti-Smoking Messages In Older Smokers, Debora Brown
Depressed Men Angry Women: Non-Stereotypical Gender Responses To Anti-Smoking Messages In Older Smokers, Debora Brown
Theses: Doctorates and Masters
This qualitative study into the effective use of fear arousal in social marketing advertising, focused on exploring gender differences in smokers' attitudes towards threats in anti-smoking messages in the 40 to 50 year old age group. This age group of smokers has received relatively little attention in the fear arousal literature to date, presumably because their 'hard core' attitudes are perceived as difficult to change by social marketing and medical practitioners. The key purpose of this study was to explore the attitudinal responses of male and female smokers in the 40 to 50 year old age group to anti-smoking messages …
Smoking : An Exploration Of Message Framing And Death Anxiety, Ian James Parker
Smoking : An Exploration Of Message Framing And Death Anxiety, Ian James Parker
Theses : Honours
The focus of this thesis is the replication and extension of research by Tversky and Kahneman (1981) who found that how a message is worded or framed can significantly affect decisional choice. Tversky and Kahneman (1981) demonstrated that a message framed in terms of "lives saved" was favoured over one which read "lives lost" notwithstanding that the net sum of survivors was equal in both instances. The authors referred to the effects of message framing on decision making as Prospect Theory. This thesis studied Tversky and Kahneman's (1981) research applied to the issue of smoking. The preference for a positive …