Guilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory versus reactive guilt appeals on the effectiveness of blood donor appeals
Year of publication: |
2013
|
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Authors: | Renner, Simone ; Lindenmeier, Jörg ; Tscheulin, Dieter K. ; Drevs, Florian |
Published in: |
Journal of nonprofit & public sector marketing. - Binghamton, NY : Haworth, ISSN 1049-5142, ZDB-ID 1149235-1. - Vol. 25.2013, 3, p. 237-255
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Subject: | blood donation | guilt appeals | message sidedness | prosocial behavior | reference group influences | Experiment | Soziales Verhalten | Social behaviour | Emotion | Blutspendedienst | Blood service | Werbewirkung | Advertising effects | Fundraising | Konsumentenverhalten | Consumer behaviour |
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