A Dartmouth-Cornell study suggests that anti-smoking TV advertisements that appeal to viewers' emotions are more persuasive when they use anger rather than sadness. The study appears in the iJournal of Health Communication/i. A PDF is available on request. Previous studies have shown emotional expression is a crucial part of persuasion, and that audience members' perceptions of emotions affect their attitudes and behaviors. Previous research also ...
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editor - Wednesday, April 30, 2014
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