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Both studies, using different videos depicting different illnesses, found similar results suggesting a general pattern. Results are discussed in the context of persuasion theory and implications for message design are suggested. <\/jats:p>","DOI":"10.1027\/1864-1105\/a000418","type":"journal-article","created":{"date-parts":[[2024,4,8]],"date-time":"2024-04-08T08:38:27Z","timestamp":1712565507000},"page":"40-51","source":"Crossref","is-referenced-by-count":1,"title":["The Effects of Fear and Shame in Health Testimonial Videos on Identification and Health Beliefs"],"prefix":"10.1027","volume":"37","author":[{"given":"Jonathan","family":"Cohen","sequence":"first","affiliation":[{"name":"Department of Communication, University of Haifa, Israel"}]},{"given":"Erga","family":"Atad","sequence":"additional","affiliation":[{"name":"Department of Communication, University of Haifa, Israel"}]},{"given":"Tomer","family":"Mevorach","sequence":"additional","affiliation":[{"name":"Psychiatric Division, Tel Aviv Sourasky Medical Center \u2013 Ichilov, Tel Aviv, Israel"},{"name":"Sackler School of Medicine, Tel Aviv University, Israel"}]}],"member":"101","reference":[{"key":"c1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2009.02.006"},{"key":"c2","doi-asserted-by":"publisher","DOI":"10.1207\/S15327027HC1602_2"},{"key":"c3","doi-asserted-by":"publisher","DOI":"10.1207\/S15327825MCS0403_01"},{"key":"c4","doi-asserted-by":"publisher","unstructured":"Cohen, J. 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