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Radu, Miruna

Works: 3 works in 6 publications in 1 language and 100 library holdings
Roles: Author
Classifications: HM1196, 153.852
Publication Timeline
Publications about Miruna Radu
Publications by Miruna Radu
Most widely held works by Miruna Radu
Psychologie de la communication et persuasion : théories et applications by Claude Chabrol( Book )
3 editions published in 2008 in French and held by 97 libraries worldwide
La boîte à malices de la beauté, stratégies discursives et iconiques des publicités pour produits cosmétiques amincissants by Miruna Radu( Book )
1 edition published in 2003 in French and held by 2 libraries worldwide
Advertisements for slimming beauty products currently stage extremely thin beautiful models. This persuasion strategy, favouring upward comparison, sometimes fails to trigger buying behaviour intentions. In fact, social comparison (be it upward, similar or downward) iconic strategies can only work at that level if they secure belief in both objective efficacy (or outcome expectation) and subjective efficacy (or self-efficacy). This effect is mediated in turn by the involvement (strong vs weak) of female readers and by the framing (positive vs negative) of slogans
French (6)
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