Guilt Regulation: The Relative Effects of Altruistic Versus Egoistic Appeals for Charity Advertising
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/10256018808623883
Reference47 articles.
1. Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt
2. Guilt appeals: The mediating effect of responsibility
3. Guilt and giving: A process model of empathy and efficacy
4. Prosocial Motivation: Is it ever Truly Altruistic?
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