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- W2094399755 abstract "This study investigates how to change farmers' unsustainable use of anthelmintic drugs. More specifically, it focuses on discouraging this behavior by using message sidedness in a humorous advertisement. The effects of the message on intentions to change behavior were measured through a cognitive and affective route of persuasion. Using a 2 (message sidedness: one-sided vs. two-sided) x 2 (humor: humorous vs. non-humorous message framing) between-subjects design (N=167), we tested the persuasiveness of the advertisement. Results show that a two-sided message without humor evoked more negative cognitive responses (e.g. negative thoughts), than a one-sided message, leading to fewer changes in behavioral intention. However, a two-sided message resulted in increased pro-environmental behavioral intention compared to a one-sided message when humor was used as a frame in the advertisement." @default.
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- W2094399755 date "1954-04-01" @default.
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- W2094399755 title "Further radiological studies of the movements of the jejunum in man, with special reference to steatorrhœa" @default.
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- W2094399755 doi "https://doi.org/10.1016/s0368-2242(54)80015-7" @default.
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