Prevention Versus Treatment: How Negative Emotion and Charitable Appeal Affect Donation Behavior

This research investigates the effect of negative emotions on donation behavior depending on the type of charitable appeal used by the charity. Four studies show that anger (sadness) encourages donations when the charitable appeal emphasizes the prevention (treatment) of the charity’s cause.



Citation:

Tatiana Fajardo and Anthony Salerno (2017) ,"Prevention Versus Treatment: How Negative Emotion and Charitable Appeal Affect Donation Behavior", 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.

Authors

Tatiana Fajardo, Florida State University, USA
Anthony Salerno, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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