Browsing Graduate School - MU Theses and Dissertations (MU) by Title "What, you care? : the effective use of aversive evoking content in viral videos for advocacy group advertising"
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What, you care? : the effective use of aversive evoking content in viral videos for advocacy group advertising
(University of Missouri--Columbia, 2012)The current research examined the use of aversive evoking content in advocacy viral videos and how the use of such content affected a person's intention to forward the message. In a 3 (Intensity) x 3 (Video) x 3 (Order) ...