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Bradford, Barham ; Jordan, van Rijn ; Reka, Sundaram-Stukel. (2017) An experimental approach to comparing similarity- and guilt-based charitable appeals.
In: Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics). RePEc:eee:soceco:v:68:y:2017:i:c:p:25-40.

Full description at Econpapers

cites:

Guéguen, N. ; Pichot, N. ; Dreff, G. Similarity and helping behavior on the web: the impact of the convergence of surnames between a solicitor and a subject in a request made by E‐Mail. 2005 J. Appl. Soc. Psychol.. 35 423-429

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