Feature a Benefactor Or a Victim? How Charity Appeals 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 donations than a comparable victim-focused charity appeal. We further examine when and why benefactor focused charity appeals might be more effective than victim focused appeals.
Citation:
Bingqing (Miranda) Yin and Jin Seok Pyone (2018) ,"Feature a Benefactor Or a Victim? How Charity Appeals With Different Protagonist Foci Affect Donation Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 871-871.
Authors
Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
J10. Transnational Consumer Lifestyle
zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK
Featured
N8. Effect of Awe on Collectable Consumer Experience
Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA
Featured
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA