Internal Self-benefit or External Self-benefit? The Effects of Message Appeals and Regulatory Focus on Blood Donation Intention
Published: 3 July 2024| Version 1 | DOI: 10.17632/8snkkrd5vr.1
Contributors:
Gong Yuwen, Dai ying, Ma zujunDescription
Three studies were conducted to explore the interaction effect of message appeals and regulatory focus on blood donation intention and to verify the mediating effects of warm glow and psychological cost.
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Institutions
- Southwest Jiaotong UniversitySichuan, Chengdu
- Zhejiang University of Finance and EconomicsZhejiang, Hangzhou
Categories
Advertising, Advertising Strategy