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Fear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear that something may threaten consumers’ present lives, are often adopted to persuade individuals to take a particular...
The cognitive processes through which religiosity and idealism affect ethical consumption have received little attention in prior research. This study aims to explore the influence of religiosity and idealism on ethical purchasing intention through moral obligation and perceived customer...
This paper aims to offer social marketers an innovative method to promote healthy foods. This method demonstrates the effectiveness of indirect communication in attracting consumers to healthy foods. Further, it aims to offer a way to promote food as healthier with no detrimental effects on its...
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