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Quantifying the Impact of Message Framing on Consumer Attitudes Towards the Consumption of Meat Products in Cape Town: A Consumer Neuroscience Approach
Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy in...
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| Format: | Thesis |
| Language: | English |
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Marketing
2022
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