STUDI ALTRUISM: IDENTIFIKASI KEMUNGKINAN MENGINTRODUSIR ELEMEN ALTRUISM KE DALAM KONSTRUK MOTIVASI PADA ELABORATION LIKELIHOOD MODEL

Agus Abdurrahman

doi:10.14710/jsmo.v11i2.13165

DOI: https://doi.org/10.14710/jsmo.v11i2.13165

STUDI ALTRUISM: IDENTIFIKASI KEMUNGKINAN MENGINTRODUSIR ELEMEN ALTRUISM KE DALAM KONSTRUK MOTIVASI PADA ELABORATION LIKELIHOOD MODEL

Agus Abdurrahman

Fakultas Ekonomi Universitas Islam Indonesia, Indonesia

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Abstract

Studies on altruism in these marketing communications want to focus on changing
consumer attitudes and behavior as a result of a process of receiving information or
message . The results of the research and writings that refer to concepts and theories of
altruism has been published by Robert L.West (2006 ) , David K. Levine (1997 ) , Rajan P
Bagozzi Nataraajan and Richard (2000 ), which provides a starting point for a possible
replay of the building concept and the theory of altruism in the context of marketing
communications .
Keywords : Marketing Communication, Consumer Behavior, Alturis

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Section: Research Article

Language : EN

In Vol 11, No 2 (2014)

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