Should donation ads include happy victim images? The moderating role of regulatory focus
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DOI: 10.1007/s11002-018-9471-8
Abstract: We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely… read more here.
Keywords: victim; donation; victim imagery; happy victim ... See more keywords