Bernritter, Stefan F.; van Ooijen, Iris; Müller, … - In: European Journal of Marketing 51 (2017) 5/6, pp. 1075-1090
Purpose This paper aims to demonstrate that self-persuasion can be used as a marketing technique to increase consumers’ generosity and that the efficacy of this approach is dependent on consumers’ involvement with target behavior. Design/methodology/approach An experimental field-study was...