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Keywords: Negative mood
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (13): 765–792.
Published: 30 June 2026
..., it investigates whether presenting a single representative victim, rather than multiple representative victims, enhances charitable giving when donors experience negative moods. Design/methodology/approach Across five experimental studies and one internal meta-analysis, this research examines donation...
Includes: Supplementary data
