The role of guilt appeals on donation behavior
This study explores the relationships between existential guilt, attitude towards the brand, inferences of manipulative intent (IMI) and actual donation behaviour. World Vision advertisement was used as the stimulus and the results show a positive relationship between existential guilt and actu...
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| Format: | Conference Paper |
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International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62331 |