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• W1978350342 abstract "Vividness strategy used in marketing communications has generated much controversy in empirical research. This study explores the potency and the influencing factors of “vividness effect” in preventive health related messages. Through a controlled experiment, this study demonstrates that two conflicting processing tendencies can co-exist as they are prompted respectively by message valence and message vividness. It shows that in a complex negative message context, where prevention goals are heightened, substance- and affect- based processing modes can co-exist. Moreover, the quality of message arguments plays a significant moderating role in determining the impact of message vividness on people's judgments and evaluations." @default.
• W1978350342 created "2016-06-24" @default.
• W1978350342 creator A5046563680 @default.
• W1978350342 date "2014-10-20" @default.
• W1978350342 modified "2023-09-23" @default.
• W1978350342 title "Stalking the “Vividness Effect” in the Preventive Health Message: The Moderating Role of Argument Quality on the Effectiveness of Message Vividness" @default.
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• W1978350342 doi "https://doi.org/10.1080/10496491.2014.946199" @default.
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