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期刊名:Journal of political marketing

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ISSN:1537-7857

e-ISSN:1537-7865

IF/分区:1.7/Q2

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Alessandro Nai,Jürgen Maier Alessandro Nai
Little is known about why candidates decide to make use of emotional messages when campaigning for a political office, and under which conditions this is more likely to happen. We focus on the use of fear and enthusiasm appeals and assume t...