Advertisement
Published in:
2016 | OriginalPaper | Chapter
Adapting Communication Messages to Reward and Punishment Sensitivity of Targeted Audiences in Fighting Obesity
Authors : Olivia Petit, Dwight Merunka, Olivier Oullier
Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
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.