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
The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors
Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada
Featured
“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA
Featured
M4. How Consumption Experiences Create Value
Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA