IIMA Institutional Repository
This Institutional Repository has been created to collect, preserve and distribute the scholarly output of Indian Institute of Management, Ahmedabad. This will work as an important tool to facilitate scholarly communication and preserve the institution knowledge. The Vikram Sarabhai Library is proud to be hosting the repository for the dissemination and preservation of this valuable knowledge resource of the IIMA community.
Please use this identifier to cite or link to this item:
http://hdl.handle.net/11718/21873| Title: | The impact of perceived temperature on responses to Psa Ads |
| Other Titles: | Advances in Consumer Research |
| Authors: | Vijayalakshmi, Akshaya Lin, Meng-Hsien Kordrostami, Melika |
| Keywords: | Public service announcement;Touch;Warm Touch;Cold Touch |
| Issue Date: | 2017 |
| Publisher: | Association for Consumer Research |
| Citation: | Vijayalakshmi, A., Lin, M-H., & Kordrostami, M. (2017). The impact of perceived temperature on responses to Psa Ads. Advances in Consumer Research, 45, 1064-1064. Retrieved from http://www.acrwebsite.org/volumes/1024191/ volumes/v45/NA-45 |
| Abstract: | This working paper finds that the affiliative sensations triggered through priming of warm/cold touch can increase the effectiveness of public service announcement (PSA) by increasing empathy, threat perceptions and donations to the cause. However, this is likely to be true only for high need for touch participants. |
| URI: | http://hdl.handle.net/11718/21873 |
| Appears in Collections: | Journal Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| The Impact of Perceived Temperature_2017.pdf Restricted Access | The Impact of Perceived Temperature_2017 | 654.75 kB | Adobe PDF | View/Open Request a copy |
Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.