Consumer Donations: the Roles of Implicit Theories and Appeal Types
The current research suggests that consumers’ implicit theory orientation may affect their prosocial behavior. Results of three studies show that incremental theorists donate more to cancer (obesity) charities if they use other (self) benefit appeals, whereas entity theorists donate more to cancer (obesity) charities regardless of benefit appeals.
Ozge Yucel-Aybat and Meng-Hua Hsieh (2016) ,"Consumer Donations: the Roles of Implicit Theories and Appeal Types", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 697-698.
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Meng-Hua Hsieh, Pennsylvania State University-Harrisburg, USA
NA - Advances in Consumer Research Volume 44 | 2016
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