Departmental Bulletin Paper 行動喚起を促す罪感情のマーケティングへの戦略的適用 : CRMによる消費者の購買行動を対象として
Marketing Strategy Based on Guilt Emotions Motivating Act

大野, 幸子

49 ( 2 )  , pp.9 - 24 , 2017-01 , 和光大学社会経済研究所
People don’t always buy that they like products and people don’t always act that they think appropriate behavior. This research focuses on deference between attitude and behavior.I found that guilt emotions tend to provoke arousal to actions and shame emotions to avoidance to actions (e.g.Tangney 1995, 2003; Barret 1995). So as to apply these effects of guilt emotions to stimulate the behavior, I researched relationship with constructs having crucial relevance to guilt emotions.

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