Investigating the effects of political correctness in social marketing messaging
Francisco Guzmán,
Diego Alvarado-Karste,
Fayez Ahmad
et al.
Abstract:Purpose
Obesity imposes myriad negative consequences upon society, the economy and personal well-being. This study aims to investigate the effectiveness of using political correctness (PC) in social marketing messages to persuade consumers to change their unhealthy behavior. It also explores various underlying mechanisms that drive this effect. Specifically, this research studies that messaging approach – politically correct vs politically incorrect and gain vs loss message framing – generates higher consumer … Show more
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