From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing
Abstract
Negative emotional appeals are used frequently in social marketing. Focusing on guilt and fear appeals, existing theories fail to explain emotional appeal effectiveness in changing consumption behaviour over time. To address this limitation, an elicitation–consumption framework is developed for fear and guilt appeal use. An agenda for further research, outlining three research questions and four propositions, is also presented. This framework...
Paper Details
Title
From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing
Published Date
Apr 11, 2015
Volume
31
Issue
9-10
Pages
940 - 969
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