Assertive language, how does it change individuals’ willingness to donate?: A construal level theory perspective
Soricelli, Filippo (A.A. 2019/2020) Assertive language, how does it change individuals’ willingness to donate?: A construal level theory perspective. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 119. [Master's Degree Thesis]
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Abstract/Index
Prosocial behavior and charitable giving. Data on donations. Donors profiles. Modalities of fundraising in Italy. NGOs during coronavirus in Italy. NGOs’ communication: examples of factors affecting individuals’ responses. Message frame valence, image frame valence, type of “victim”, emotional appeals. Assertive and non-assertive language. Construal level theory. Theory of politeness. Fit effect. Method. Main study’s results. Theoretical contribution.
References
Bibliografia: pp. 60-74.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing metrics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | Pozharliev, Rumen Ivaylov |
| Academic Year: | 2019/2020 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 26 Apr 2021 13:55 |
| Last Modified: | 26 Apr 2021 13:55 |
| URI: | https://tesi.luiss.it/id/eprint/29210 |
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