Influencing light versus heavy engagers of harmful behavior to curb their habits through positive and negative ad imagery

Publisher： John Wiley & Sons Inc

E-ISSN： 1479-1838|14|4|237-247

ISSN： 1472-0817

Source： JOURNAL OF CONSUMER BEHAVIOUR, Vol.14, Iss.4, 2015-07, pp. : 237-247

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