The Power of Emotional Benefits: How Outcome Focus Affects Donation Behavior

Nora Moran, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Little research has examined how focusing on benefits motivates helping. We demonstrate that when appeals focus on providing positive emotional benefits for recipients, donors are more willing to help many (vs. one) individuals. We also show increased impact perceptions drive the motivation to help groups in this context.
[ to cite ]:
Nora Moran and Rajesh Bagchi (2015) ,"The Power of Emotional Benefits: How Outcome Focus Affects Donation Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 643-644.