Conceptualising anticipatory guilt in a non-durable consumer goods context
The purpose of this study was to explore the effectiveness of a specific type of guilt appeal. The literature suggests that there are three types of guilt appeals. However the effectiveness of each type of guilt appeal is unclear. This study will investigate the effectiveness of one type of guilt ap...
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| Format: | Conference Paper |
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Recent Advances in Retailing and Services Science
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/13431 |