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 More

Featured

A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More

Featured

A Meta-Analysis on the Endowment Effect in Experiments

DANIEL SUN, University of Calgary, Canada

Read More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.