The Role of Social Distance and Message Framing on Charitable Giving

Kara Bentley, University of South Carolina, USA
Mitch Murdock, University of South Carolina, USA
Katina Kulow, University of Louisville, USA
Two studies illustrate that positively-framed charitable appeals generate more donations than negatively-framed charitable appeals when victims are seen as socially distant. Additional evidence suggests that this effect is mediated by empathy.
[ to cite ]:
Kara Bentley, Mitch Murdock, and Katina Kulow (2015) ,"The Role of Social Distance and Message Framing on Charitable Giving", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 777-777.