The Easier the Better: How Processing Fluency Influences Self-Efficacy and Behavioral Intention in Pro-Social Campaign Advertising

This study examines how processing fluency influences people’s behavioral intention to perform a pro-social behavior. In particular, we predict that high processing fluency enhances self-efficacy perception which, in turn, increases behavioral intention to participate in a pro-social campaign. Study...
Ausführliche Beschreibung

Gespeichert in:
Autor*in:

Hee Jin Kim [verfasserIn]

Jung Min Jang [verfasserIn]

Format:

E-Artikel

Sprache:

Englisch

Erschienen:

2018

Schlagwörter:

processing fluency

self-efficacy

pro-social campaign advertising

social sustainability

Übergeordnetes Werk:

In: Sustainability - MDPI AG, 2009, 10(2018), 12, p 4777

Übergeordnetes Werk:

volume:10 ; year:2018 ; number:12, p 4777

Links:

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Journal toc

DOI / URN:

10.3390/su10124777

Katalog-ID:

DOAJ014757591

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