TY  - JOUR
PY  - 2014//
TI  - Are you scared yet?: Evaluating fear appeal messages in Tweets about the Tips Campaign
JO  - Journal of communication
A1  - Emery, Sherry L.
A1  - Szczypka, Glen
A1  - Abril, Eulàlia Puig
A1  - Kim, Yoonsang
A1  - Vera, Lisa
SP  - 278
EP  - 295
VL  - 64
IS  - 
N2  - In March 2012, the CDC launched "Tips from Former Smokers," a $54 million national campaign featuring individuals experiencing long-term health consequences of smoking. The campaign approach was based on strong evidence that anti-tobacco ads portraying fear, graphic images, and personal testimonials are associated with attitudinal and behavior change. Yet it was also controversial; critics cited the danger that viewers might reject such intensely graphic messages. Tasked with informing this debate, our study analyzes the corpus of Tips campaign-related tweets obtained via the Twitter Firehose. We provide a novel and rigorous method for media campaign evaluation within the framework of the Extended Parallel Process Model. Among the relevant Tweets, 87% showed evidence of message acceptance, while 7% exhibited message rejection.<p />  <p>Language: en</p>
LA  - en
SN  - 0021-9916
UR  - http://dx.doi.org/10.1111/jcom.12083
ID  - ref1
ER  -