|
|||||
|
|
The impact of mortality salience on the relative effectiveness of donation appeals |
|
| Authors: | Fengyan Cai Robert S. Wyer Jr. |
| Affiliation: | 1. Department of Marketing, Antai College of Economics and Management, Shanghai Jiao Tong University, Room 116, Building 4, 535 Fa Hua Zhen Road, Shanghai, China;2. Department of Marketing, Faculty of Business Administration, The Chinese University of Hong Kong, No. 12, Chak Cheung Street, Shatin, N.T., Hong Kong |
| Abstract: | |
| Keywords: | Mortality salience Donation Social desirability Deservingness |