Should donation ads include happy victim images? : the moderating role of regulatory focus
Yael Zemack-Rugar, Sona Klucarova-Travani
| 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
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| Subject: | Donation | Imagery | Regulatory focus | Emotion | Advertising | Response efficacy | Fundraising | Werbewirkung | Advertising effects | Werbung | Persönlichkeitspsychologie | Personality psychology | Experiment | Zufriedenheit | Satisfaction | Konsumentenverhalten | Consumer behaviour | Werbepsychologie | Psychology of advertising | Altruismus | Altruism |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-018-9471-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011964322