Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude towards both the primary and the secondary brands and congruence between the brands are important...

We study the effects of fear, shame and guilt on persuasiveness of anti-alcohol messages among young people. We experimentally test three distinct messages, each one focusing on one of the three negative emotions using a total sample of more than a thousand students. Results show that all three...