Guilt versus shame: Coping, fluency, and framing in the effectiveness of responsible drinking messages

Journal of Marketing Research

Volumn 49, Issue 6, 2012, Pages 928-941

  Duhachek, Adam ^a   Agrawal, Nidhi ^b   Han, Dahee ^c  

^a Department of Marketing ^*  (India)

^b INDIANA UNIVERSITY   (United States)

^c UNIVERSITY OF WASHINGTON   (United States)

Author keywords

Alcohol; Coping; Emotions; Framing; Guilt; Shame

Indexed keywords

EID: 84870917059     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.10.0244     Document Type: Article

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