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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/72373
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/72373


    Title: Guilt Regulation: The Relative Effects of Altruistic versus Egoistic Appeals for Charity Advertising
    Authors: 張卿卿
    Chang, Chingching
    Contributors: 廣告系
    Date: 2014-08
    Issue Date: 2014-12-26 16:01:04 (UTC+8)
    Abstract: This article examines how egoistic (versus altruistic) appeals in charity advertising help regulate guilt and result in more favorable ad attitudes and donation intentions. The proposed affect forecasting and regulation model depicts the process by which guilt states are mitigated more effectively by egoistic appeals, because they strengthen the affect forecasting belief that giving to charity leads to happiness. Such enhanced affect forecasting beliefs further improve ad attitudes, which lead to greater donation intentions. This research tests the proposed model by exploring three possible types of guilt: existing guilt (Study 1), integral guilt (Study 2), and incidental guilt (Study 3).
    Relation: Journal of Advertising, 43(3), 211-227
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/00913367.2013.853632
    DOI: 10.1080/00913367.2013.853632
    Appears in Collections:[廣告學系] 期刊論文

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