๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

The Protection Motivation Model: A Normative Model of Fear Appeals

โœ Scribed by John F. Tanner, Jr., James B. Hunt and David R. Eppright

Book ID
121254544
Publisher
American Marketing Association
Year
1991
Tongue
English
Weight
375 KB
Volume
55
Category
Article
ISSN
0022-2429

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โœ Damien Arthur; Pascale Quester ๐Ÿ“‚ Article ๐Ÿ“… 2004 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 148 KB

## Abstract The protection motivation model has contributed usefully to researchers' understanding of fear appeals in advertising. However, the empirical evidence reported to date in the literature has been mixed. This article proposes and tests a revised model including two segmenting variables as