Keywords: Charitable donation
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Journal Articles
Journal of Consumer Marketing (2017) 34 (1): 20–28.
Published: 09 January 2017
...Dipankar Rai; Chien-Wei (Wilson) Lin; Chun-Ming Yang Purpose This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations. Design/methodology/approach Three experiments were conducted involving charitable donation...

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