Working Paper

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.