Harnessing Hopefulness and Avoiding Anxiety: Incidental Emotions Affect the Effectiveness of Health Appeals
Journal of Marketing Research
Author(s)
Nidhi Agrawal
Geeta Menon
Date Published:2011
Citations:Agrawal, Nidhi, Geeta Menon. 2011. Harnessing Hopefulness and Avoiding Anxiety: Incidental Emotions Affect the Effectiveness of Health Appeals. Journal of Marketing Research.