Regulatory fit effects of gender and marketing message content

Journal of Business Research

Volumn 66, Issue 11, 2013, Pages 2245-2251

  McKay Nesbitt, Jane ^a   Bhatnagar, Namita ^b   Smith, Malcolm C ^b  

^a BRYANT UNIVERSITY   (United States)

^b UNIVERSITY OF MANITOBA   (Canada)

Author keywords

Emotions; Gender differences; Health marketing messages; Persuasion; Regulatory fit; Regulatory focus

Indexed keywords

EID: 84880934734     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2012.02.004     Document Type: Article

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