Several organizations have made efforts in their marketing communications to encourage consumers to make decisions about death care and other end-of-life alternatives before these services are needed. The purpose of this research is to compare persuasive communication strategies derived from the approach–avoidance conflict model to encourage end-of-life planning behavior. This research addresses the psychological resistance consumers may have toward planning, including factors that may impede message processing. Results provide evidence that planning may be influenced by the use of specific messages that reduce resistance and perceptions of invulnerability. The authors conclude with implications for social marketing programs that encourage end-of-life planning.
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