Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients

Title
Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients
Authors
Keywords
-
Journal
JOURNAL OF ADVERTISING
Volume 52, Issue 5, Pages 739-755
Publisher
Informa UK Limited
Online
2023-09-28
DOI
10.1080/00913367.2023.2255241

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