11-C: Feature the Benefactor Or the Victim? How Charity Advertisements With Different Protagonist Foci Affect Donation Behavior

We examine charity appeals with different protagonist foci and demonstrate that a charity appeal featuring an identified benefactor can promote more charitable donation compared with a comparable victim-focused charity appeal. Results are explored via moral elevation and charity attitude resulting from portraying a benefactor.



Citation:

Bingqing(Miranda) Yin, Jin Seok Pyone, and Surendra Singh (2017) ,"11-C: Feature the Benefactor Or the Victim? How Charity Advertisements With Different Protagonist Foci 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: 1069-1069.

Authors

Bingqing(Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA
Surendra Singh, University of Kansas, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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