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Keywords: Competitive mediation
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2018) 8 (1): 120–140.
Published: 27 November 2017
.... Findings MANCOVA results indicate that while the disgust image evoked greater empathy, the nondisgust image evoked greater donation intentions. The disgust image had a nonsignificant effect on the level of guilt felt by subjects. Mediation analysis indicates that empathy serves as a competitive mediator...
