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10 cards from this deck
5x more likely to quit permanently
65% (160,000 of 250,000 participants)
Source, message, and audience
More persuasive (if conclusion given)
Stable, long-lasting attitude & behaviour changes
Less stable, temporary attitude changes
Low-fear messages produce most behaviour change
Avoid people feeling lectured, increase engagement
Inform individuals of risks of specific behaviour
Motivated and able to think carefully
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