The Effect of Sequential Structure in Charity Advertising on Message Elaboration and Donation Intention: The Mediating Role of Empathy
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DOI: 10.1080/10496491.2020.1809597
Abstract: Abstract This study examines how a sadness-happiness sequential structure affects how individuals process a charity advertisement. Cognitive elaboration is measured by capturing eye-movement. A negative-positive sequential structure in the charity advertisement induces individuals to focus… read more here.
Keywords: sequential structure; mediating role; structure charity; charity ... See more keywords