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The Effectiveness of Guilt and Shame Ad Appeals in Social Marketing: The Role of Regulatory Focus
Pounders, Kathrynn;
Lee, Seungae
; Royne, Marla
Article
Issue Date
2018
Citation
Journal of Current Issues and Research in Advertising, v.39, no.1, pp.37 - 51
Publisher
Taylor & Francis
1
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Pounders, Kathrynn
1
Royne, Marla
1
Lee, Seun gae
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Advertising &
1
psychology
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Social marketing
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2018
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Journal of Current Issues and Res...
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scopus
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