Abstract
Social marketing messages often seek to persuade individuals to cease or reduce risky behavior, for instance, speeding and smoking (Lee and Kotler 2011). These risk communication messages often use assertive language, such as the ‘Slow down!’–slogan used in many campaigns on the risk of speeding, e.g. in the German “Runter vom Gas!”–campaign (German Federal Ministry of Transport and Digital Infrastructure, 2016).
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Wieluch, M.I. (2017). When Risk Communication Messages Should Be Assertive: Differentiating the Moderating Effects of Perceived Issue Importance and Perceived Susceptibility. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_21
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DOI: https://doi.org/10.1007/978-3-658-18731-6_21
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