Guilt Trips: Modelling the Positive and Negative Effects of Guilt Appeals



Citation:

Paolo Antonetti, Paul Baines, and Shailendra Pratap Jain (2018) ,"Guilt Trips: Modelling the Positive and Negative Effects of Guilt Appeals", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 70-70.

Authors

Paolo Antonetti, NEOMA Business School, France
Paul Baines, University of Leicester, UK
Shailendra Pratap Jain, University of Washington, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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