“I Feel Your Pain” the Efficacy of Instantiating States in Charitable Appeals

Carey Morewedge, Boston University, USA
David Carlin, Williams College
Increasing a donor’s understanding of the beneficiary’s psychological state (challenges or sufferings) appears to be more effective than other empathy-increasing appeals. Even negative events (unpleasant for the donor) garner more participation/donations than more positive appeals when they increase the ability of the donor to “feel the pain” of the beneficiary.
[ to cite ]:
Carey Morewedge and David Carlin (2015) ,"“I Feel Your Pain” the Efficacy of Instantiating States in Charitable Appeals", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 85-89.