Request Framing Moderates Affective Preferences in Charitable Giving

In a set of six studies, we investigate the relationship between affective features and request framing of donation requests on charitable giving. We find that affective preferences in giving are moderated by request framing. Further, we identify experienced affect as the psychological mechanism underlying this effect.


Alexander Genevsky, Brian Knutson, and Carolyn Yoon (2016) ,"Request Framing Moderates Affective Preferences in Charitable Giving", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 128-132.


Alexander Genevsky, Erasmus University Rotterdam, The Netherlands
Brian Knutson, Psychology Department, Stanford University, USA
Carolyn Yoon, Stephen M. Ross School of Business, University of Michigan, USA


NA - Advances in Consumer Research Volume 44 | 2016

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