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That's Disgusting: The Role of Disgust in Nonprofit Marketing Campaigns

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.

Identiferoai:union.ndltd.org:BGMYU2/oai:scholarsarchive.byu.edu:etd-6989
Date01 June 2016
CreatorsKing, Tyler N.
PublisherBYU ScholarsArchive
Source SetsBrigham Young University
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceAll Theses and Dissertations
Rightshttp://lib.byu.edu/about/copyright/

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