Are you Scared Yet?
SmanaNA2015-03-21T00:07:37+00:00From www.ncbi.nlm.nih.gov Evaluating Fear Appeal Messages in Tweets about the Tips Campaign Authors: Sherry L. Emery, Ph.D., Glen Szczypka, M.A., Eulàlia Puig Abril, Ph.D., Yoonsang Kim, Ph.D., and Lisa Vera Abstract In March 2012, the CDC launched “Tips from Former Smokers,” a $54 million national campaign featuring individuals experiencing long-term health consequences of smoking. The campaign approach was based on strong evidence that anti-tobacco ads portraying fear, graphic images, and personal testimonials are associated with attitudinal and behavior change. Yet it was also controversial; critics cited the danger that viewers might reject such intensely graphic messages. Tasked with informing this debate, [...]