Self-persuasion as marketing technique: the role of consumers’ involvement
研究了自我说服作为一种营销技术能否提升消费者的慷慨程度，并发现其效果取决于消费者对目标行为的参与度。
Purpose -This paper aims to demonstrate that self-persuasion can be used as a marketing technique to increase consumers' generosity and that the efficacy of this approach is dependent on consumers' involvement with target behavior.