Hsiao-Ching Lee, Chun-Tuan Chang, Jia-Ling Lee, Chia-Han Chang, Yu-kang Lee
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Crying victims deserve more? how victim image, facial expression, entitativity and victim story impact charity advertising persuasiveness
We propose that the choice between presenting a single victim or a group of victims in a charity ad should take into consideration the facial expression of the victim(s), entitativity, and the vict...
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