Classic health communication theory and organic food promotion : does protection motivation theory apply to non-traditional remedies?

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dc.contributor.advisorWagner, Carson B.
dc.creatorLeraris, Kristen Elaine
dc.date.accessioned2021-01-22T00:31:48Z
dc.date.available2021-01-22T00:31:48Z
dc.date.issued2004-08-16
dc.description.abstractThis paper presents an exploratory study of the persuasiveness of fear appeals on potential organic foods consumers. Protection Motivation Theory (Rogers, 1983) is used as a theoretical framework, and its components--perceived vulnerability, perceived severity, response efficacy, self-efficacy, protection motivation, and behavioral intent--suggests three main hypotheses concerning attitudes, protection motivation, and behavioral intent. To test these, a two-condition between-participants experiment (N=34) was run comparing attitudes between those who were exposed to print advertisements to a control groupen_US
dc.description.departmentAdvertisingen_US
dc.format.mediumelectronicen_US
dc.identifier.urihttps://hdl.handle.net/2152/84395
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/11374
dc.language.isoengen_US
dc.relation.ispartofUT Electronic Theses and Dissertationsen_US
dc.rightsCopyright © is held by the author. Presentation of this material on the Libraries' web site by University Libraries, The University of Texas at Austin was made possible under a limited license grant from the author who has retained all copyrights in the works.en_US
dc.rights.restrictionRestricteden_US
dc.subjectProtection motivation theoryen_US
dc.subjectHealth communicationen_US
dc.titleClassic health communication theory and organic food promotion : does protection motivation theory apply to non-traditional remedies?en_US
dc.typeThesisen_US
dc.type.genreThesisen_US
thesis.degree.departmentAdvertisingen_US
thesis.degree.disciplineAdvertisingen_US
thesis.degree.grantorUniversity of Texas at Austinen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Artsen_US

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