{"title":"Sympathy and Guilt: Optimizing Advertising Appeals for Charitable Giving to Generation Z","authors":"Ronald Conlin, Steven Bauer","doi":"10.1080/10495142.2024.2372104","DOIUrl":null,"url":null,"abstract":"The high degree of social consciousness among Generation Z (Gen Z) makes the cohort a critical target for nonprofits. Our study investigates the relative impact of advertising appeals based on guil...","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"19 1","pages":""},"PeriodicalIF":1.3000,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Nonprofit & Public Sector Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10495142.2024.2372104","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
The high degree of social consciousness among Generation Z (Gen Z) makes the cohort a critical target for nonprofits. Our study investigates the relative impact of advertising appeals based on guil...
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