The Effects of Labeling on Prosocial Behavior

Zoe F. Rogers, Baruch College & The Graduate Center, CUNY, USA
Pragya Mathur, Baruch College, CUNY, USA
This research examines the impact of positive and negative labeling on the effectiveness of charity appeals. In two studies, several factors were explored to better understand what can influence the persuasive impact of both positive and negative labels, including the level of elaboration, the content of the appeal (focused on self-benefits vs. other-benefits), and the self-relevance of the appeal. Giving intentions were highest when individuals were positively labeled and after viewing the other-benefit appeal when low elaboration occurred or after viewing the self-benefit appeal when high elaboration occurred. The results of this study contribute to the persuasion literature and have implications for organizations’ marketing strategies.
[ to cite ]:
Zoe F. Rogers and Pragya Mathur (2011) ,"The Effects of Labeling on Prosocial Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 789-790.