The Effects of Guilt-Appeal Intensity on Persuasive and Emotional Outcomes: The Moderating Role of Sponsor Motive
| Autor: | Hongmei Shen, Monique Mitchell Turner, David Payne, Amanda Mabry-Flynn, Hua Jiang, Vanessa Boudewyns |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Persuasion health care facilities manpower and services media_common.quotation_subject 05 social sciences Appeal 050801 communication & media studies Anger Moderation Profit (economics) 0508 media and communications Not for profit Appeal to emotion health services administration 0502 economics and business 050211 marketing Psychology Social psychology health care economics and organizations media_common |
| Zdroj: | Journal of Nonprofit & Public Sector Marketing. 30:134-150 |
| ISSN: | 1540-6997 1049-5142 |
| DOI: | 10.1080/10495142.2017.1326345 |
| Popis: | Studies examining the persuasive effects of guilt appeals have yielded mixed results. The current study hypothesizes that source motive (profit versus not for profit) is a key moderating variable u... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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