Fear appeals in social marketing : the case of anti-speeding video advertisement "Mistakes"
Year of publication: |
2017
|
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Authors: | Giachino, Chiara ; Stupino, Margherita ; Petrarulo, Gabriella ; Bertoldi, Bernardo |
Published in: |
Journal of customer behaviour. - Helensburgh : Westburn, ISSN 1475-3928, ZDB-ID 2163005-7. - Vol. 16.2017, 1, p. 61-74
|
Subject: | Emotional marketing | Fear | Companies' behaviour | Consumer behaviour | Konsumentenverhalten | Social Marketing | Social marketing | Emotion | Werbewirkung | Advertising effects | Angst | Anxiety |
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