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Keywords: Guilt
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2024) 14 (1): 52–72.
Published: 14 November 2023
...Bingjing Mao; Nicholas Carcioppolo; Shiyun Tian; Tyler R. Harrison Purpose Guilt appeals are increasingly being used in road safety campaigns, despite recent research that has raised doubts about their effectiveness and the potential for triggering defensive responses. Building on the extended...
