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School of Business and Management

Research Workshop: Making people feel bad: What is the role of negative appeals in marketing?

24 April 2017

Time: 9:00am - 6:00pm
Venue: G05 and G06 Rotblat Building, Charterhouse Square Campus, Queen Mary University of London, EC1M 6BQ

Abstract: From political messaging aimed at stoking fears and anxiety, to commercials and social marketing initiatives targeted to specific consumer groups, negative campaigning is extremely common in marketing and advertising. Yet, these types of messages remain controversial. Scholars and practitioners disagree on their effectiveness. Some, even though they accept that negative campaigns can, under certain circumstances, lead to behavioural change, criticize these campaigns on moral grounds.
This is a free event and includes breakfast, lunch, and wine and nibbles post event for registered attendees. Please refer to the programme attached.
See contact information here:
For queries please contact Paolo Antonetti ( or Alicia George (
If you would like to attend register at The password for the event is MKT2017
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