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Keywords: Affect regulation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (2): 517–542.
Published: 05 September 2020
...-based affect regulation principle, this paper investigates how sadness associated with mortality can elicit the appraisal of irretrievable loss, which subsequently increases the effectiveness of fresh start appeals. These predictions are tested across three experimental studies. Findings Findings...
