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

Nguyen, Hoang Sinh; Laufer, Daniel; Krisjanous, Jayne

doi:10.26686/wgtn.13050647.v1

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

journal contribution

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

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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