Septianto, Felix; Khan, Saira; Seo, Yuri; Shi, Linsong - In: European Journal of Marketing 55 (2020) 2, pp. 517-542
Purpose: This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals. Design/methodology/approach: Drawing upon the consumption-based affect regulation principle, this paper...