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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  

ABSTRACT

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.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

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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