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M. Lee and S. Bicard, “Effective Message Design Tar- geting at Rebellious Risk-Taking Students,” Health Com- munication, Vol. 20, No. 3, 2006, pp. 299-308. doi:10.1207/s15327027hc2003_9

has been cited by the following article:

• TITLE: Message Strategy Effects for Risk-Reduction Campaigns during Health Crises

  AUTHORS: Amir Heiman, Jacob Hornik, Oded Lowengart

  KEYWORDS: Message Appeal; Message Framing; Crises Management; Market-Level Data

  JOURNAL NAME: Journal of Service Science and Management, Vol.5 No.1, March 28, 2012

  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.