TY  - JOUR
AU  - Mas, José Manuel
AU  - Gómez, Andrés
AU  - Carrero, Oliver
PY  - 2023
DO  - 10.1002/mar.21947
SN  - 0742-6046
UR  - https://hdl.handle.net/20.500.14352/120808
T2  - Psycology and Marketing
AB  - This research analyzes how the receiver's emotional response to fear communication differs across cultural groups of origin (Europe vs. Latin America), as well as individual traits such as the level of fear of each individual, motivated by the lack of...
LA  - eng
M2  - 697
PB  - Wiley
KW  - cross‐cultural
KW  - fear adaptation
KW  - fear communication
KW  - fear schedule survey
KW  - neuromarketing
KW  - uncertainty avoidance
TI  - Emotions in fear communication: a cross-cultural neuromarketing approach
TY  - journal article
VL  - 41
ER  -