Altercentric versus Egocentric 'Green Jeans' Advertising: Impact on Dual Emotional Warmth
Abstract
This study presents theoretical and empirical analyses of altruism, egoism, and impure altruism and explains the role of emotional warmth in purchasing green jeans.
How to Cite:
Song, S. Y. & Kim, Y., (2015) “Altercentric versus Egocentric 'Green Jeans' Advertising: Impact on Dual Emotional Warmth”, International Textile and Apparel Association Annual Conference Proceedings 72(1).
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