Donors' Beliefs about Persuasion Episodes in Chariy Advertising
Guilt appeal as a persuasion tactic has become more and more popular. In particular, research of guilt appeal has undergone changes in history from sparse studies piggybacking on fear appeals to a few studies attempting to explain guilt mechanism with cognitive dissonance theory, later to more resea...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2008
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| Online Access: | https://eprints.nottingham.ac.uk/22015/ |