The Effects of Message Framing on Perceptions of Risk
Tversky, Amos and Daniel Kahneman (1981), “The Framing of Decisions and the Psychology of Choice,” Science, 211, 453-458. Unnava, H. Rao and Robert E. Burnkrant (1991), “An Imagery-Processing View of the Role of Pictures in Print Advertisements,” Journal of Marketing Research, 28 (May), 226-31. ................
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