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.
College and Department
Fine Arts and Communications; Communications
BYU ScholarsArchive Citation
King, Tyler N., "That's Disgusting: The Role of Disgust in Nonprofit Marketing Campaigns" (2016). Theses and Dissertations. 5990.
fear, disgust, empathy, nonprofits, marketing campaigns