People tend to respond differently to a health risk presented as 80% chance of survival as opposed
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- People tend to respond differently to a health risk presented as 80% chance of survival as opposed to 20% chance of death. Discuss the significance of this human trait in improving the impact of health communication.
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Marketing Research
ISBN: 978-1118156636
11th edition
Authors: David A. Aaker, V. Kumar, Robert Leone, George S. Day
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