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.
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.
Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA
NA - Advances in Consumer Research Volume 46 | 2018
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