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Inspire me to donate: The use of strength emotion in donation appeals |
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| Authors: | Jianping Liang Zengxiang Chen Jing Lei |
| Affiliation: | 1. Sun Yat‐sen Business School, Sun Yat‐sen University, 135 Xingang West Road, Guangzhou, Guangdong, China, 510275;2. School of Tourism and Services Management, Nankai University, 38 Zijin Shan Road, Tianjin, China, 300074;3. Department of Management and Marketing, Faculty of Business and Economics, The University of Melbourne, 198 Berkeley Street, Victoria 3010, Australia |
| Abstract: | |
| Keywords: | Strength Sadness Donation Inspiration Pro‐social behavior |