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Keywords: Prosocial advertising
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (6): 1780–1802.
Published: 11 February 2021
...Hyejin Bang; Dongwon Choi; Sukki Yoon; Tae Hyun Baek; Yeonshin Kim Purpose Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle...
