The Factors That Affect Donation Advertising Effectiveness: an Experimental Research on Felt Ethnicity Towards In-Group and Out-Group From Young Americans’ Perspectives

This study examines how in-group versus out-group perspectives influences the effectiveness of donation advertising among young Americans. Using two different countries’ disasters (America vs Japan), an experimental research approach was used. The results explain that felt ethnic identify and in-group vs out-group perspective are significant factors on donation advertising.



Citation:

Emi Moriuchi and Christina Chung (2015) ,"The Factors That Affect Donation Advertising Effectiveness: an Experimental Research on Felt Ethnicity Towards In-Group and Out-Group From Young Americans’ Perspectives", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 2016-207.

Authors

Emi Moriuchi, Fort Hays State University, USA
Christina Chung, Ramapo College, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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