When and why are consumers willing to help for-profit companies in distress? The corporate vulnerability appeal: Conditions that drive its effectiveness

Companies facing financial difficulties have resorted to a novel type of appeal in their communications.
Barros et al

Management Slant

  • The vulnerability appeal is a type of prosocial messaging that asks consumers to buy products to help a for-profit company—either small or large—sustain its business.
  • When a for-profit organization makes salient their...
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