Publications

Publication details [#53669]

Hornikx, Jos, Berna Hendriks and Denise Thijzen. 2010. The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture. Communications 35 (1) : 93–110.

Publication type

Article in journal

Publication language

English

Keywords

gender | language and culture | letter | persuasion | world view

Language as a subject

Dutch

Place, Publisher

De Gruyter

Journal WWW

www.degruyter.com/journal/key/COMM/html

Annotation

This study demonstrates that in the feminine, Dutch culture, the culturally adapted help-others appeal in fundraising letters constitutes the most persuasive appeal for both men and women, who both appear to possess a relatively care-oriented world-view.