Effective anti-tobacco ads should either scare or disgust viewers, MU study r…
In a new study, University of Missouri researchers examined the effects of two types of content commonly used in anti-tobacco ads — tobacco health threats that evoke fear and disturbing or disgusting images. The researchers found that ads focused on either fear or disgust increased attention and memory in viewers; however, ads that included both fear and disgust decreased viewers’ attention and memory.
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