16-J: Temporal Focus and Consumer Response to Donation Appeals

Yoshiko DeMotta, Fairleigh Dickinson University, USA
This research shows that people who are hopeful respond to a donation appeal positively when the appeal suggests their contribution enhances the wellbeing of both themselves and other people more than when the appeal suggests it enhances other people’s wellbeing. This effect reverses when people are nostalgic.
[ to cite ]:
Yoshiko DeMotta (2017) ,"16-J: Temporal Focus and Consumer Response to Donation Appeals", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1024-1024.