According to research by Desautels professor DaHee Han and her colleagues, charities are losing out on donations by not targeting their fundraising campaigns properly....
Written by DaHee Han You’d be right in thinking that shame and guilt are negative emotions, but they can actually be used to create successful marketing campaigns. What marketers really need to...
Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research,...
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