Browsing University of Missouri-Columbia by Title "Effects of emotional tone and visual complexity on processing health risk and benefit information in DTC advertising [abstract]"
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Effects of emotional tone and visual complexity on processing health risk and benefit information in DTC advertising [abstract]
(University of Missouri--Columbia. Office of Undergraduate Research, 2007)The expenditure of direct-to-consumer (DTC) prescription drug advertising has more than quadrupled since 1996 reaching $4.2 billion in 2005. This study examines how emotional tone and visual complexity affect recognition ...