Can supporting a cause decrease donations and happiness? The cause marketing paradox

Journal of Consumer Psychology

Volumn 21, Issue 3, 2011, Pages 338-345

  Krishna, Aradhna ^a  

^a UNIVERSITY OF MICHIGAN   (United States)

Author keywords

Altruism; Cause marketing; Charity; Happiness; Pro social

Indexed keywords

EID: 79958861149     PISSN: 10577408     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jcps.2011.02.001     Document Type: Article

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