An Empathy‐Helping Perspective on Consumers’ Responses to Fund‐Raising Appeals
The research examines viewers’ actual responses to four televised fund‐raising drives by a public television station over a 2‐year period. The 584 pledge breaks we studied contain 4,868 individual appeals that were decomposed into two underlying dimensions based on the empathy‐helping hypothesis: th...
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 35(2008), 3, Seite 519-531 |
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| Format: | Online-Aufsatz |
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2008
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| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Advertising Charity and Gift Giving Economic Theories and Analysis Panel Data Analysis (Scanner, Diary, etc.) Behavioral sciences Economics Business Social sciences Robert J. |