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Message Strategy Effects for Risk-Reduction Campaigns during Health Crises

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DOI: 10.4236/jssm.2012.51010    2,905 Downloads   4,977 Views  


Advertising campaigns carried out by firms post-health crises have been well documented in the literature, but the results, in terms of their effectiveness in recovering demand, are mixed. This paper examines the effect of risk-framed message appeal (aimed at reducing uncertainty about a product by elaborating upon new safety controls) on reductions in losses resulting from crises in comparison. The article develops a model that accounts for the effects of health crises and advertising with different information on sales. Using real market data, the study empirically shows that the choice of a risk-reduction advertising campaign has no significant on sales.

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A. Heiman, J. Hornik and O. Lowengart, "Message Strategy Effects for Risk-Reduction Campaigns during Health Crises," Journal of Service Science and Management, Vol. 5 No. 1, 2012, pp. 77-86. doi: 10.4236/jssm.2012.51010.


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