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- aggregation classification "A1".
- aggregation creator person.
- aggregation creator person.
- aggregation date "2010".
- aggregation format "application/pdf".
- aggregation hasFormat 1073855.bibtex.
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- aggregation isPartOf urn:issn:0093-6502.
- aggregation language "eng".
- aggregation rights "I have retained and own the full copyright for this publication".
- aggregation subject "Business and Economics".
- aggregation title "Communicating the right emotion to generate help for connected versus unconnected others".
- aggregation abstract "This study investigated the effectiveness of positive versus negative and of other-focused versus mixed- (ego- and other-) focused feelings evoked in advertisements promoting help for connected versus unconnected needy people. Results showed that when help is asked for people to whom respondents feel connected, positive (vs. negative) and mixed-focused (vs. other-focused) feelings led to more positive ad evaluations and increased respondents' helping intentions. When help was needed for unconnected people, the negative ads were most effective. Furthermore, it was investigated whether the effect of other-focused versus mixed-focused feelings on ad evaluations and helping intentions was mediated by people's motivation to help.".
- aggregation authorList BK740337.
- aggregation endPage "521".
- aggregation issue "4".
- aggregation startPage "498".
- aggregation volume "37".
- aggregation aggregates 1075558.
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