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Keywords: Presentation format
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Journal Articles
How to present donations: the moderating role of numeracy in cause-related marketing
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (3): 153–161.
Published: 09 May 2016
... or percentages, the predominant practice in marketing is to use the latter. As the influence of such presentation formats is not well understood, the purpose of this paper is to systematically examine their effects while taking into account the numerical ability (numeracy) of the consumers. Design/methodology...
