“I Feel Your Pain” the Efficacy of Instantiating States in Charitable Appeals
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.
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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 85-89.
Carey Morewedge, Boston University, USA
David Carlin, Williams College
NA - Advances in Consumer Research Volume 43 | 2015
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