Experiencing Fear and Anger Separately or Mixed: How Communication Strategy Effectiveness Differs for Consumers in the Context of New Products
Version
Published
Date Issued
2023-09-19
Author(s)
Type
Conference Paper
Language
English
Subjects
HF Commerce
Related URL
Conference
Inspire Innovation Conference & JPIM Research Forum 2023
Submitter
Gurtner, Nadine
Citation apa
Hietschold, N., Gurtner, S., & Spanjol, J. (2023). Experiencing Fear and Anger Separately or Mixed: How Communication Strategy Effectiveness Differs for Consumers in the Context of New Products. Inspire Innovation Conference & JPIM Research Forum 2023. https://arbor.bfh.ch/handle/arbor/35883