Interaction effects and combinatorial rules governing Protection Motivation Theory variables: A new model

Marketing Theory

Volumn 7, Issue 3, 2007, Pages 249-270

  Cismaru, Magdalena ^a   Lavack, Anne M ^a  

^a UNIVERSITY OF REGINA   (Canada)

Author keywords

combinatorial rules; decision rule; fear appeals; persuasion; Protection Motivation Theory; public health campaigns

Indexed keywords

EID: 84992830280     PISSN: 14705931     EISSN: None     Source Type: Journal    
DOI: 10.1177/1470593107080344     Document Type: Article

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