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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 578-579.


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


NA - Advances in Consumer Research Volume 42 | 2014

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