The Role of Social Distance and Message Framing on Charitable Giving

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 777-777.

Authors

Kara Bentley, University of South Carolina, USA
Mitch Murdock, University of South Carolina, USA
Katina Kulow, University of Louisville, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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