Browsing 2008 Theses (MU) by Title "A smokin' good ad : how efficacy and emotional tone interact in anti-smoking messages"
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A smokin' good ad : how efficacy and emotional tone interact in anti-smoking messages
(University of Missouri--Columbia, 2008)This study explores how efficacy-related copy points and emotional tone interact during anti-smoking messages. A psychophysiological experiment was conducted to determine the level of attention, arousal, positive affect, ...