Aww effect : engaging consumers in "non-cute" prosocial initiatives with cuteness
Year of publication: |
2021
|
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Authors: | Shin, Joongwon ; Mattila, Anna S. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 126.2021, p. 209-220
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Subject: | Corporate social responsibility | Cuteness | Kama muta | Kindchenschema | Prosociality | Corporate Social Responsibility | Soziales Verhalten | Social behaviour | Konsumentenverhalten | Consumer behaviour |
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