Fear, guilt, and shame appeals in social marketing

Journal of Business Research

Volumn 63, Issue 2, 2010, Pages 140-146

  Brennan, Linda ^a   Binney, Wayne ^b  

^a SWINBURNE UNIVERSITY OF TECHNOLOGY   (Australia)

^b VICTORIA UNIVERSITY   (Australia)

Author keywords

Compliance; Fear; Guilt; Shame advertising message appeals; Social marketing

Indexed keywords

EID: 75349106578     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2009.02.006     Document Type: Article

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