The Donation to the Emergent-Poor and to the Prolonged-Poor Victims

Study one suggests distinct processing modes lead to different levels of willingness to donate money to the emergent-poor vs. the prolonged-poor. Study two shows preference of donating to the emergent-poor over to the prolonged-poor is also found to be affected by raising appeals (sympathetic vs. inspiring).


Chia-Chi Chang (2016) ,"The Donation to the Emergent-Poor and to the Prolonged-Poor Victims", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 723-723.


Chia-Chi Chang, NCTU, Taiwan


NA - Advances in Consumer Research Volume 44 | 2016

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