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Keywords: Perceived motive
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Journal Articles
Journal:
Nankai Business Review International
Nankai Business Review International (2022) 13 (3): 418–440.
Published: 26 November 2021
...-related marketing Ad orientation Donation amount Perceived motive The balance theory suggests that individuals always want to keep balance toward different objects or different aspects of an object, and the balance will make them happy and, thus, respond positively (Heider, 1946). Donation...
