FOCO REGULATÓRIO E CONSUMO DE BEBIDA: REDUZINDO A INTENÇÃO DE BEBER E DIRIGIR
Zhao and Pechmann (2007) used regulatory focus theory and message framing, to find an average 14.4% increase in the intention not to smoke when the campaign was consistent with the profile of individuals. In this article, we expand that study to apply regulatory focus theory to campaigns against alc...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Getulio Vargas
2015-10-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://rae.fgv.br/sites/rae.fgv.br/files/foco_regulatorio_e_consumo_de_bebida_reduzindo_a_intencao_de_beber_e_dirigir_2.pdf |