Aww effect: Engaging consumers in “non-cute” prosocial initiatives with cuteness
Authors:
- Joongwon ShinJSJoongwon Shin
- Anna S. MattilaAMAnna S. Mattila
- 1 March 2021
- journal article
- research article
- Published by Elsevier in Journal of Business Research
- Vol. 126, 209-220
Abstract
No abstract availableKeywords
Funding Information
- J. Willard and Alice S. Marriott Foundation
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