Rendering misery or selling hope? : the mechanism of imagery contrast effect in charitable appeal
Han Wang, Chundong Zheng, Jiehang Song, Yanru Tang
| Year of publication: |
2024
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|---|---|
| Authors: | Wang, Han ; Zheng, Chundong ; Song, Jiehang ; Tang, Yanru |
| Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 21.2024, 4, p. 1081-1098
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| Subject: | Guilt | Hope | Charitable appeal | Contrast effect | Online fundraising | Fundraising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Nonprofit-Marketing | Nonprofit marketing | Wohltätigkeit | Charity | Gemeinnützige Organisation | Charitable organization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12208-024-00414-9 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015187359