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The limitations of fear messages
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    Response to Hastings & MacFadyen [Tobacco Control 11(1): 73]
    • Mike Jones, smoking cessation adviser & communications trainer

    Firstly, congratulations to Hastings & MacFadyen on highlighting the issues inherent in attempting to ‘negatively emote’ people into doing what we’d like them to do. I use the term ‘negatively emote’ to take into account the following journal article by Biener & Taylor [T C 11(1):75] - their point being that fear is not the only emotion involved. There are admittedly many attempts at ‘pushing’ people through the...

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