Should donation ads include happy victim images? : the moderating role of regulatory focus
Year of publication: |
December 2018
|
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Authors: | Zemack-Rugar, Yael ; Klucarova-Travani, Sona |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 29.2018, 4, p. 421-434
|
Subject: | Donation | Imagery | Regulatory focus | Emotion | Advertising | Response efficacy | Fundraising | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology | Werbung | Zufriedenheit | Satisfaction | Werbepsychologie | Psychology of advertising | Regulierung | Regulation |
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