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Agus Abdurrahman
Fakultas Ekonomi Universitas Islam Indonesia
Economics, Econometrics & Finance

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STUDI ALTRUISM: IDENTIFIKASI KEMUNGKINAN MENGINTRODUSIR ELEMEN ALTRUISM KE DALAM KONSTRUK MOTIVASI PADA ELABORATION LIKELIHOOD MODEL Agus Abdurrahman
JURNAL STUDI MANAJEMEN ORGANISASI Vol 11, No 2 (2014)
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2268.971 KB) | DOI: 10.14710/jsmo.v11i2.13165

Abstract

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