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.



Citation:

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.

Authors

Mahsa Ghaffari, university of Portsmouth,UK
Giovanni Pino, University of Chieti-Pescara, Italy
Daniel Nunan, University of Portsmouth



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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