Gerard Prendergast
Biographic Data
| ID | 6464767 |
|---|---|
| NAME | Gerard Prendergast |
| GIVEN NAMES | Gerard |
| FAMILY NAME | Prendergast |
| SIGNATURE | PRENDERGAST G |
| AFFILIATIONS | Henley College |
| ORCID | 0000-0002-3900-2850 |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 2 |
| AUTHOR COUNT | 3 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1997 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 1 |
Does Sadness Sell? The Use of Negative Emotions in Fundraising Appeals: Fundraising Strategies for For-profit and Nonprofit Organizations
Fundraising appeals frequently feature sad victims. This research postulates that the evaluation of fundraising appeals by consumers and their willingness to donate are contingent upon the congruence between organizational stereotypes (warm vs. competent) and the intensity of the negative emotion expressed in the appeal. Results show that when for-profit organizations employ negative emotional narratives, rather than non-emotional factual appeals…
Materialism and Social Comparison Among Adolescents
Materialism and social comparison are important issues, especially in a Chinese context, and especially amongst adolescents. In this paper a theoretical model of the endorsement of materialistic values and social comparison by adolescents was proposed and tested. A survey of secondary school students in Hong Kong revealed normative peer influence and peer communication were positive predictors of social comparison with friends. In addition, motiv…
Visits, hits, caching and counting on the World Wide Web: Old wine in new bottles
Explores the problems of “counting” hits and visits to Web sites on the World Wide Web. Nominally, cyberspace offers unrivalled monitoring and tracking potential when compared with other marketing media. However, further inspection reveals some complicating factors. Identifies the phenomenon of cache memory, the use of proxy servers and trawler software and explores their influence on under‐ and over‐counting. Drawing on the hierarchy of effects …
Visits, hits, caching and counting on the World Wide Web: Old wine in new bottles
Explores the problems of “counting” hits and visits to Web sites on the World Wide Web. Nominally, cyberspace offers unrivalled monitoring and tracking potential when compared with other marketing media. However, further inspection reveals some complicating factors. Identifies the phenomenon of cache memory, the use of proxy servers and trawler software and explores their influence on under‐ and over‐counting. Drawing on the hierarchy of effects …
Visits, hits, caching and counting on the World Wide Web: Old wine in new bottles
Explores the problems of “counting” hits and visits to Web sites on the World Wide Web. Nominally, cyberspace offers unrivalled monitoring and tracking potential when compared with other marketing media. However, further inspection reveals some complicating factors. Identifies the phenomenon of cache memory, the use of proxy servers and trawler software and explores their influence on under‐ and over‐counting. Drawing on the hierarchy of effects …
Materialism and Social Comparison Among Adolescents
Materialism and social comparison are important issues, especially in a Chinese context, and especially amongst adolescents. In this paper a theoretical model of the endorsement of materialistic values and social comparison by adolescents was proposed and tested. A survey of secondary school students in Hong Kong revealed normative peer influence and peer communication were positive predictors of social comparison with friends. In addition, motiv…
Does Sadness Sell? The Use of Negative Emotions in Fundraising Appeals: Fundraising Strategies for For-profit and Nonprofit Organizations
Fundraising appeals frequently feature sad victims. This research postulates that the evaluation of fundraising appeals by consumers and their willingness to donate are contingent upon the congruence between organizational stereotypes (warm vs. competent) and the intensity of the negative emotion expressed in the appeal. Results show that when for-profit organizations employ negative emotional narratives, rather than non-emotional factual appeals…
Psychology (2 works) · Social Psychology (2 works) · Advertising (1 works) · Business (1 works) · Cache (1 works) · Computer Science (1 works) · Conferences and Exhibitions Management (1 works) · Consumer Behavior in Brand Consumption and Identification (1 works) · Context (archaeology (1 works) · Cyberspace (1 works)