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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Adapting Communication Messages to Reward and Punishment Sensitivity of Targeted Audiences in Fighting Obesity
verfasst von : Olivia Petit, Dwight Merunka, Olivier Oullier
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
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Abstract
Communicating about a strong threat to health together with recommending changes in habits easy to implement is often presented in the literature as an effective strategy to convince individuals to switch to healthier behaviors (Witte and Allen 2000). However, the effectiveness of this strategy depends on the goal pursued (e.g. change in behavior, detection of sicknesses; Rothman and Salovey 1997) and consumers’ attitude towards risks.