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The effectiveness of guilt and shame appeals on health communications: The moderating role of self-construal and personal cultural orientation

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posted on 2020-10-05, 15:33 authored by Hoang Sinh Nguyen, Daniel LauferDaniel Laufer, Jayne KrisjanousJayne Krisjanous
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Preferred citation

Nguyen, H. S., Laufer, D. & Krisjanous, J. (2020). The effectiveness of guilt and shame appeals on health communications: The moderating role of self-construal and personal cultural orientation. Australasian Marketing Journal (AMJ). https://doi.org/10.1016/j.ausmj.2020.08.002

Journal title

Australasian Marketing Journal (AMJ)

Publication date

2020-08-01

Publisher

Elsevier BV

Publication status

Published

ISSN

1441-3582

Language

en

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