Vaccine promotion: impact of risk level on attitudes

Purpose The purpose of this paper is to examine the impact of personal relevance, source credibility and advertising appeal type on the emotional and cognitive processing of a direct to consumer pharmaceutical ad for a meningitis vaccine. Design/methodology/approach A 2 × 2 experiment was used, and path analysis was undertaken to test the hypotheses. Findings Resultant models indicated that unvaccinated (more at risk) and vaccinated (less at...