Abstract

Nonprofit organizations face a unique challenge in communicating their messages in a marketing saturated world. The author of this research studied how nonprofit organizations used fear, disgust and empathy in their marketing campaigns to see if the use of these emotions would have an effect on six different factors. The results of this study showed how the use of distress can be used to amplify the feelings people have when they see images that contain both fear and disgust.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/

Date Submitted

2016-06-01

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd8737

Keywords

fear, disgust, empathy, nonprofits, marketing campaigns

Included in

Communication Commons

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