Inspire Me to Donate: the Use of Mixed Emotions in Public Service Announcements

Jianping Liang, Sun Yat-sen Business School, Sun Yat-sen University, China
Zengxiang Chen, School of Tourism and Services Management, Nankai University, China
Jing Lei, Faculty of Business and Economics, University of Melbourne, Australia
In this research we propose an “inspiration-helping” hypothesis, and find that a mixture of positive (e.g., strong) and negative (e.g., sad) emotions can inspire people to donate. We show that using mixed emotions is more effective as a means of persuading people to donate than using exclusively negative emotions.
[ to cite ]:
Jianping Liang, Zengxiang Chen, and Jing Lei (2014) ,"Inspire Me to Donate: the Use of Mixed Emotions in Public Service Announcements ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 578-579.