Researchers from Fudan University, China Europe International Business School, and Peking University published a new Journal of Marketing article that examines how marketers can use different messaging to persuade individuals to contribute to a collective goal. The study addresses the specific question of the type of message—fact-based vs. affected-based—that is more effective in eliciting participation based on how near the goal is to completion.
Click here for original story, Highlight facts or appeal to feelings? The psychology of persuading individuals to contribute to a collective goal
Source: Phys.org