Warm glow or cold, hard cash? : social identify effects on consumer choice for donation versus discount promotions
Year of publication: |
2011
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Authors: | Winterich, Karen Page ; Barone, Michael J. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 48.2011, 5, p. 855-868
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Subject: | Fundraising | Niedrigpreisstrategie | Low-cost strategy | Präferenztheorie | Theory of preferences | Persönlichkeitspsychologie | Personality psychology | Wohltätigkeit | Charity | Konsumentenverhalten | Consumer behaviour |
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