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https://ah.lib.nccu.edu.tw/handle/140.119/72373
題名: | Guilt Regulation: The Relative Effects of Altruistic versus Egoistic Appeals for Charity Advertising | 作者: | 張卿卿 Chang, Chingching |
貢獻者: | 廣告系 | 日期: | Aug-2014 | 上傳時間: | 26-Dec-2014 | 摘要: | This article examines how egoistic (versus altruistic) appeals in charity advertising help regulate guilt and result in more favorable ad attitudes and donation intentions. The proposed affect forecasting and regulation model depicts the process by which guilt states are mitigated more effectively by egoistic appeals, because they strengthen the affect forecasting belief that giving to charity leads to happiness. Such enhanced affect forecasting beliefs further improve ad attitudes, which lead to greater donation intentions. This research tests the proposed model by exploring three possible types of guilt: existing guilt (Study 1), integral guilt (Study 2), and incidental guilt (Study 3). | 關聯: | Journal of Advertising, 43(3), 211-227 | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/00913367.2013.853632 |
Appears in Collections: | 期刊論文 |
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