Using eye tracking to assess the impact of advertising appeals on donor behavior
Charlene Bebko, Lisa M. Sciulli, and Parimal Bhagat
| Year of publication: |
2014
|
|---|---|
| Authors: | Bebko, Charlene ; Sciulli, Lisa M. ; Bhagat, Parimal |
| Published in: |
Journal of nonprofit & public sector marketing. - Binghamton, NY : Haworth, ISSN 1049-5142, ZDB-ID 1149235-1. - Vol. 26.2014, 4, p. 354-371
|
| Subject: | eye tracking | emotional appeals | nonprofit advertising | donor behavior | contributions | Werbewirkung | Advertising effects | Visuelle Wahrnehmung | Visual perception | Werbung | Advertising | Emotion | Nonprofit-Organisation | Nonprofit organization | Fundraising | Konsumentenverhalten | Consumer behaviour |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010481858