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)
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.