Effectiveness of health messages in countering unhealthy food advertising on television: The role of regulatory fit

Author

Su Lin YEO, Singapore Management UniversityFollow
May O Lwin, Nanyang Technological University
Ying yi Hong, Nanyang Technological University

Publication Type

Conference Paper

Publication Date

2013

Discipline

Business

Publication

Asian Consumer Psychology Conference

City or Country

Osaka, Japan

Citation

YEO, Su Lin; Lwin, May O; and Hong, Ying yi. Effectiveness of health messages in countering unhealthy food advertising on television: The role of regulatory fit. (2013). Asian Consumer Psychology Conference.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4427