Nonprofit organizations face a unique challenge in communicating their messages in a marketing saturated world. The author of this research studied how nonprofit organizations used fear, disgust and empathy in their marketing campaigns to see if the use of these emotions would have an effect on six different factors. The results of this study showed how the use of distress can be used to amplify the feelings people have when they see images that contain both fear and disgust.
| Identifer | oai:union.ndltd.org:BGMYU2/oai:scholarsarchive.byu.edu:etd-6989 |
| Date | 01 June 2016 |
| Creators | King, Tyler N. |
| Publisher | BYU ScholarsArchive |
| Source Sets | Brigham Young University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | All Theses and Dissertations |
| Rights | http://lib.byu.edu/about/copyright/ |
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