Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt.

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Bibliographic Details
Title:	Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt.
Authors:	Agrawal, Nidhi¹, Duhachek, Adam²
Source:	Journal of Marketing Research (JMR). Apr2010, Vol. 47 Issue 2, p263-273. 11p. 2 Color Photographs, 3 Charts.
Database:	Business Source Ultimate

Description
ISSN:	00222437
DOI:	10.1509/jmkr.47.2.263