Fisher, Robert J.; Vandenbosch, Mark; Antia, Kersi D. - In: Journal of Consumer Research 35 (2008) 3, pp. 519-531
The research examines viewers' actual responses to four televised fund-raising drives by a public television station over a 2-year period. The 584 pledge breaks we studied contain 4,868 individual appeals that were decomposed into two underlying dimensions based on the empathy-helping...