Adding hope to mitigate defensive responses : the effect of guilt+hope appeals in road safety campaigns
Bingjing Mao, Nicholas Carcioppolo, Shiyun Tian and Tyler R. Harrison
| Year of publication: |
2024
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|---|---|
| Authors: | Mao, Bingjing ; Carcioppolo, Nicholas ; Tian, Shiyun ; Harrison, Tyler R. |
| Published in: |
Journal of social marketing : JSOCM. - Bingley : Emerald, ISSN 2042-6771, ZDB-ID 2589601-5. - Vol. 14.2024, 1, p. 52-72
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| Subject: | Defensive responses | EPPM | Guilt | Hope | Message strategy | Road safety campaigns | Verkehrssicherheit | Traffic safety | Verkehrsunfall | Traffic accident | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JSOCM-03-2023-0053 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015061309