HIGHLIGHTS
SUMMARY
Published maps and institutional affil- Over the past few years, rootedness in the territory has become a very important motivational driver for the purchase of agri-food products. In recent years, much research has focused on how the sequence of opposite emotions (negative emotions followed by positive emotions or positive emotions followed by negative emotions) can be effective in persuading consumers. Some evidence suggests that negative emotions followed by positive emotions are more effective because people perceive emotions based on an initial reference point. Charity advertising most often tends to elicit negative emotions from . . .
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