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Fit to Persuade: The Role of Source–Appeal Congruence in Cancer Screening Decisions.

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Bibliographic Details
Title: Fit to Persuade: The Role of Source–Appeal Congruence in Cancer Screening Decisions.
Authors: Ponnappan, Vedha (AUTHOR) Vedha.ponnappan@iimu.ac.in, Nivsarkar, Anima (AUTHOR), Satyavageeswaran, Prakash (AUTHOR), Bharadwaj, Sundar (AUTHOR)
Source: Journal of Marketing. Jul2026, Vol. 90 Issue 4, p97-121. 25p.
Database: Business Source Ultimate
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ISSN:00222429
DOI:10.1177/00222429251355263