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EMAC 2019 Annual Conference


The Role of Gender in Consumer Responses to the Preventative Communication
(A2019-7736)

Published: May 28, 2019

AUTHORS

Moon-Yong Kim, Hankuk University of Foreign Studies

KEYWORDS

gender; threat; susceptibility

ABSTRACT

This research investigates gender differences in responding to the preventative communication by varying the level of susceptibility-induced threat. Specifically, it is predicted that higher level of susceptibility is more likely to have a negative effect on persuasion for females (vs. males) due to their maladaptive responses to the threatening message.