Communicating the Consequences of Early Detection:The Role of Evidence and Framing

dc.contributor.authorCox, Dena S.
dc.contributor.authorCox, Anthony D.
dc.date.accessioned2015-01-09T17:46:52Z
dc.date.available2015-01-09T17:46:52Z
dc.date.issued2001-07
dc.description.abstractDespite the enormous benefits of early-detection products, consumers are reluctant to use them. The authors explore this reluctance, testing alternative approaches to communicating the consequences of detection behaviors. The results suggest that anecdotal messages are more involving than statistical messages and that positive anecdotes (about gains from screening) are less persuasive than negative anecdotes (about the losses from failing to get screened); positive anecdotes appear to cause a “boomerang” effect. The authors discuss implications for promoting consumer risk-reduction behaviors.en_US
dc.identifier.citationCox, D., & Cox, A. D. (2001). Communicating the consequences of early detection: The role of evidence and framing. Journal of Marketing, 65(3), 91-103.en_US
dc.identifier.urihttps://hdl.handle.net/1805/5618
dc.language.isoen_USen_US
dc.subjectbreast canceren_US
dc.subjectearly detectionen_US
dc.subjectrisk-reduction behaviorsen_US
dc.subjectconsumer health decisionsen_US
dc.titleCommunicating the Consequences of Early Detection:The Role of Evidence and Framingen_US
dc.typeArticleen_US
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