@article{ref1,
title="Are you scared yet?: Evaluating fear appeal messages in Tweets about the Tips Campaign",
journal="Journal of communication",
year="2014",
author="Emery, Sherry L. and Szczypka, Glen and Abril, Eulàlia Puig and Kim, Yoonsang and Vera, Lisa",
volume="64",
number="",
pages="278-295",
abstract="In March 2012, the CDC launched &quot;Tips from Former Smokers,&quot; 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>",
language="en",
issn="0021-9916",
doi="10.1111/jcom.12083",
url="http://dx.doi.org/10.1111/jcom.12083"
}