Titlebook: Advances in Advertising Research (Vol. 1); Cutting Edge Interna Ralf Terlutter,Sandra Diehl,Shintaro Okazaki Book 2010 Gabler Verlag | Spri

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Boolean Calculus of Differencesew member states, a total of 77 million people, and over 700,000 square kilometres of territory. The incorporation of eight central and eastern European countries (Estonia, Latvia, Lithuania, Poland, the Czech Republic, Slovakia, Hungary and Slovenia) and two Mediterranean islands (Cyprus and Malta)

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Differentials and Differential Operations,uncement (PSA) threat appeal, as well as the impact of the valence of the media context in which the PSA is embedded in a sample of 266 young Belgian adults. The PSA threat level and the combination of negative message framing, negative context priming and high-threat messages have a significant eff

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Differentials and Differential Operations,ial groups, advertising is however often targeted at a fairly heterogeneous audience. This study investigates whether different racial groups perceive fear appeals pertaining to HIV/Aids communication differently. The role of fear and efficacy are examined to ascertain the influence of different lev