... by a charity are explored, i.e. persuasion knowledge activation, a viewer’s regulatory focus, trait forgiveness and scepticism regarding charity advertising. Design/methodology/approach Texts for two apologies (one based on expressions of guilt, the other on expressions of shame) were created...

...Tatiana Anisimova; Soniya Billore; Philip J. Kitchen Purpose Via the lens of the ego-depletion phenomenon (Baumeister et al., 1998) and Higgins' (1998) regulatory focus theory, this paper seeks to explain why current controlled communications are failing to achieve coherence between...