Message-Elicited Brain Response Moderates the Relationship Between Opportunities for Exposure to Anti-Smoking Messages and Message Recall

Campaign success is contingent on adequate exposure; however, exposure opportunities (e.g., ad reach/frequency) are imperfect predictors of message recall. We hypothesized that the exposure-recall relationship would be contingent on message processing. We tested moderation hypotheses using 3 data se...

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Bibliographic Details
Published in:J Commun
Main Authors: Kranzler, Elissa C, Schmälzle, Ralf, Pei, Rui, Hornik, Robert C, Falk, Emily B
Format: Artigo
Language:Inglês
Published: Oxford University Press 2019
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Original Article
Online Access:https://ncbi.nlm.nih.gov/pmc/articles/PMC6977712/
https://ncbi.nlm.nih.gov/pubmed/32009669
https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1093/joc/jqz035
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