Abstract:Objective: to analyze the influence of emotional appeals on behavioral intention regarding organic products for personal care. Theoretical framework: this article uses the literature of emotional appeals, specifically the appeals of guilt, fear, authentic pride, and hubristic pride, to identify their effects on consumers’ behavioral intention in the context of organic personal care products. Emotional appeals of guilt, fear, authentic pride, and hubristic pride were examined. Methodology: four sequential exp… Show more
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