Persuasiveness of Online Advertisement with Fear Appeals: the Influence of Self-Regulatory Focus and Involvement

Chih-Chien Wang ； Hsien-Tung Tsai ； Ming-Chian Lee

《International Journal of Electronic Commerce Studies》 3卷1期 (2012/06) Pp. 187-190

並列摘要

This study investigates the influence of self-regulatory focus on the persuasiveness of online advertisement having fear appeals. The empirical survey results of 170 voluntary participants revealed that content with fear appeals could be used to persuade audiences with self-regulatory prevention focus.

並列關鍵字

Self-Regulatory Focus ； Fear Appeals ； Online Advertisement

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