Tapar, Archit Vinod; Mishra, Abhishek; Sadh, Ashish; … - In: Journal of Indian Business Research 13 (2018) 1, pp. 30-42
Purpose: This paper aims to examine the effect of anthropomorphic entities in the public service advertisements (PSA) on individuals’ pro-social behavior. In addition, the role of individuals’ need for affect and self-construal in moderating the effect of anthropomorphism toward pro-social...