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dc.contributor.authorStein, Eric James
dc.contributor.authorDulas, Ena
dc.date.accessioned2018-12-20T11:35:19Z
dc.date.available2018-12-20T11:35:19Z
dc.date.issued2018
dc.identifier.urihttp://hdl.handle.net/11250/2578490
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018nb_NO
dc.description.abstractPeople's behavior is heavily influenced by the visceral state they are experiencing. Previous research has found that mental simulation can act as substitute for real experiences. This study combines these two concepts and examines the relationship between the mental simulation of visceral states within a charitable giving scenario. In two studies, we have evaluated whether mentally simulating two states — hunger and cold — will affect participants’ willingness to donate to the charity that seeks to help those suffering from a condition caused by that state. After engaging in the mental simulation exercise, participants of Study 1, were given the opportunity to evaluate and allocate a donation to four real charitable organizations. In Study 2, participants were presented with four hypothetical charities and they were also informed that they could keep the hypothetical funds they chose not to donate. Results from our studies yielded evidence that suggests the mental simulation condition, the vividness of their immersion, and the current bodily states of participants all have varying degrees of influence on donation decision-making behavior.nb_NO
dc.language.isoengnb_NO
dc.publisherHandelshøyskolen BInb_NO
dc.subjectmarkedsføringsledelsenb_NO
dc.subjectmarketingnb_NO
dc.subjectmanagementnb_NO
dc.subjectstrategisknb_NO
dc.subjectstrategicnb_NO
dc.titleCan you feel their pain? Examining the relationship between the mental simulation of visceral states and the willingness to donate to a charitable organizationnb_NO
dc.typeMaster thesisnb_NO


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