Do cold images cause cold-heartedness? The impact of visual stimuli on the effectiveness of negative emotional charity appeals
Year of publication: |
October-December 2016
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Authors: | Choi, Jungsil ; Rangan, Priyamvadha ; Singh, Surendra N. |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 45.2016, 4, p. 417-426
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Subject: | Fundraising | Gemeinnützige Organisation | Charitable organization | Nonprofit-Marketing | Nonprofit marketing | Emotion | Werbewirkung | Advertising effects | Experiment |
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