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Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising |
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| Authors: | Baek Tae Hyun Yoon Sukki Kim Seeun Kim Yeonshin |
| Institution: | 1.Department of Integrated Strategic Communication College of Communication and Information, University of Kentucky, Lexington, KY, 40506, USA ;2.Marketing Department College of Business, Bryant University, Smithfield, RI, 02917, USA ;3.Department of Consumer and Design Sciences, Auburn University, Auburn, AL, 36849, USA ;4.Department of Business Administration, College of Business, Myongji University, 34 Geobukgol-ro, Seodaemun-gu, Seoul, 03674, Korea ; |
| Abstract: | Marketing Letters - In three experiments, the authors study charitable behaviors and demonstrate that consumers who feel socially excluded react more positively to altruistic, other appeals rather... |
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