You Don’T Need to Be Me to Win My Heart: the Impact of Cognitive Appeals on Empathy in Pro-Social Behaviors
Despite the widespread conviction that empathy and congruency between self and the target increase pro-social behaviours, this research underscore the importance of marketing communication techniques in boosting altruistic behaviour when the self and target are incongruent.
Mahsa Ghaffari, Giovanni Pino, and Daniel Nunan (2020) ,"You Don’T Need to Be Me to Win My Heart: the Impact of Cognitive Appeals on Empathy in Pro-Social Behaviors", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1195-1195.
Mahsa Ghaffari, university of Portsmouth,UK
Giovanni Pino, University of Chieti-Pescara, Italy
Daniel Nunan, University of Portsmouth
NA - Advances in Consumer Research Volume 48 | 2020
Emotional Volatility and Cultural Success
Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
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Max Rodrigues, DePaul University, USA
David Tuckett, University College London
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