What to convey in antismoking advertisements for adolescents: The use of protection motivation theory to identify effective message themes

Journal of Marketing

Volumn 67, Issue 2, 2003, Pages 1-18

  Pechmann, Cornelia ^a   Zhao, Guangzhi ^a   Goldberg, Marvin E ^c   Reibling, Ellen Thomas ^b  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

^c NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0037396112     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.67.2.1.18607     Document Type: Review

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