| dc.contributor | 廣告系 | en_US |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.creator (作者) | Chang, Chingching | - |
| dc.date (日期) | 2014-08 | en_US |
| dc.date.accessioned | 26-Dec-2014 16:01:04 (UTC+8) | - |
| dc.date.available | 26-Dec-2014 16:01:04 (UTC+8) | - |
| dc.date.issued (上傳時間) | 26-Dec-2014 16:01:04 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/72373 | - |
| dc.description.abstract (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). | en_US |
| dc.format.extent | 282233 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Advertising, 43(3), 211-227 | en_US |
| dc.title (題名) | Guilt Regulation: The Relative Effects of Altruistic versus Egoistic Appeals for Charity Advertising | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/00913367.2013.853632 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00913367.2013.853632 | en_US |
