An exploratory study of existential guilt appeals in charitable advertisements
Year of publication: |
2014
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Authors: | Lwin, Michael ; Phau, Ian |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 30.2014, 13/14, p. 1467-1485
|
Subject: | existential guilt | advertising appeal | donation | emotion | persuasion | scale development | World Vision | Emotion | Fundraising | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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