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Keywords: Sadness
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2025) 15 (1): 42–58.
Published: 03 January 2025
...Deena Kemp Purpose This study aims to compare the use of disgust and sadness – two negative emotions associated with different appraisals and information processing styles – in charity social marketing appeals. Design/methodology/approach An experiment (n = 247) examined effects when...
