Journal Article

Emotional Compatibility and the Effectiveness and Anti-Drinking Messages: A Defensive Processing Perspective on Shame and Guilt

Journal of Marketing Research
Author(s)

Nidhi Agrawal

Adam Duhachek

Date Published: 2010
Citations: Agrawal, Nidhi, Adam Duhachek. 2010. Emotional Compatibility and the Effectiveness and Anti-Drinking Messages: A Defensive Processing Perspective on Shame and Guilt. Journal of Marketing Research. 263-273.
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