# Assimilation-contrast theory in action: Operationalization and managerial impact in a fundraising context

> Research article (International Journal of Research in Marketing, 2016) · cited 22× · AI/ML

**Wikidata**: [openalex:W2550509361](https://www.wikidata.org/wiki/openalex:W2550509361)  
**Source**: https://4ort.xyz/entity/assimilation-contrast-theory-in-action-operationalization-and-managerial-impact-in-a-fundraising-context