Consumer affective responses to direct mail messages: The effect of gratitude and obligation

Journal of Marketing Communications

Volumn 17, Issue 5, 2011, Pages 337-353

  Kolyesnikova, Natalia ^a   Dodd, Sara L Sullivan ^b   Callison, Coy ^a  

^a TEXAS TECH UNIVERSITY   (United States)

^b TEXAS A AND M UNIVERSITY   (United States)

Author keywords

affective responses; direct mail messages; reciprocity

Indexed keywords

EID: 84859079194     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2010.481142     Document Type: Article

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