Experiencing Fear and Anger Separately or Mixed: How Communication Strategy Effectiveness Differs for Consumers in the Context of New Products

Gurtner, Nadine; Gurtner, Sebastian; Spanjol, Jelena (19 September 2023). Experiencing Fear and Anger Separately or Mixed: How Communication Strategy Effectiveness Differs for Consumers in the Context of New Products In: Inspire Innovation Conference & JPIM Research Forum 2023. New Orleans, USA. September 16-19 2023.

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Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	Business School > Institute for Innovation and Strategic Entrepreneurship Business School > Institute for Innovation and Strategic Entrepreneurship > Low-end Innovation Business School
Name:	Gurtner, Nadine0000-0002-5624-8860; Gurtner, Sebastian and Spanjol, Jelena
Subjects:	H Social Sciences > HF Commerce
Language:	English
Submitter:	Nadine Gurtner
Date Deposited:	29 Sep 2023 10:22
Last Modified:	29 Sep 2023 10:22
Related URLs:	Organisation
URI:	https://arbor.bfh.ch/id/eprint/20068