Conceptualising anticipatory guilt in a non-durable consumer goods context

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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Bibliographic Details
Main Authors: Lwin, Michael, Phau, Ian
Other Authors: Harry Timmermans
Format: Conference Paper
Published: Recent Advances in Retailing and Services Science 2010
Online Access:http://hdl.handle.net/20.500.11937/13431

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