Affiliation:
1. Dwight F. Benton Professor of Marketing and Behavioral Science in Management
2. Assistant Professor of Marketing in the Department of Sport Management and Communication and The School of Business Administration, University of Michigan.
Abstract
The authors develop and test a theory of how public service advertisements function to induce helping responses. Building on Lazarus's general theory of emotion and adaptation, they hypothesize that public service ads designed to reduce the incidence of child abuse stimulate negative emotions; these, in turn, lead to empathic reactions and end with the decision to help. Two field experiments are conducted to test the theory.
Subject
Marketing,Business and International Management
Cited by
207 articles.
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