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- W3080302093 endingPage "209" @default.
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- W3080302093 abstract "This study examines how a sadness-happiness sequential structure affects how individuals process a charity advertisement. Cognitive elaboration is measured by capturing eye-movement. A negative-positive sequential structure in the charity advertisement induces individuals to focus on the incoming messages, thus evoking positive emotions and empathy for the needy person. Empathy plays a mediating role by mitigating the negative emotions induced by the negative element of the advertisement. The study’s results demonstrate that a negative-positive sequence in a charity advertisement enhances message elaboration, thus increasing individuals’ receptivity to charity advertising messages." @default.
- W3080302093 created "2020-09-01" @default.
- W3080302093 creator A5045243107 @default.
- W3080302093 date "2020-08-20" @default.
- W3080302093 modified "2023-10-17" @default.
- W3080302093 title "The Effect of Sequential Structure in Charity Advertising on Message Elaboration and Donation Intention: The Mediating Role of Empathy" @default.
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- W3080302093 doi "https://doi.org/10.1080/10496491.2020.1809597" @default.
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