“You Saved a Life”: How Past Donation Use Increases Donor Reactivation Via Impact and Warm Glow

This research investigates how past donation use influences reactivation behavior. In a field experiment with the German Red Cross, we show the positive effect of appeals based on past donation use on reactivation. We show that this effect is transmitted through a serial mediation via donation impact and warm glow.


Edlira Shehu, Michel Clement, Karen Winterich, and Ann-Christin Langmaack (2017) ,"“You Saved a Life”: How Past Donation Use Increases Donor Reactivation Via Impact and Warm Glow", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 270-275.


Edlira Shehu, University of Southern Denmark, Denmark
Michel Clement, Universität Hamburg, Germany
Karen Winterich, Pennsylvania State University, USA
Ann-Christin Langmaack, Universität Hamburg, Germany


NA - Advances in Consumer Research Volume 45 | 2017

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