COVID-19 Charity Advertising: Identifiable Victim Message Framing, Self-Construal, and Donation Intent

Published on Jun 19, 2021in Journal of Advertising
· DOI :10.1080/00913367.2021.1927911
Patrick van Esch11
Estimated H-index: 11
(AUT: Auckland University of Technology),
Yuanyuan (Gina) Cui4
Estimated H-index: 4
(AUT: Auckland University of Technology)
+ 0 AuthorsShailendra Pratap
Sources
Abstract
We investigate the interactive effect of donors’ self-construal and frame of a persuasive message (emphasizing statistical or identifiable victims affected by COVID-19) on donation intent. Three st...
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