The Easier the Better: How Processing Fluency Influences Self-Efficacy and Behavioral Intention in Pro-Social Campaign Advertising
This study examines how processing fluency influences people’s behavioral intention to perform a pro-social behavior. In particular, we predict that high processing fluency enhances self-efficacy perception which, in turn, increases behavioral intention to participate in a pro-social campa...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2018-12-01
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| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/10/12/4777 |