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