E7. Pronouns in Fundraising Appeals – the Impact of I Vs. S/He on Donations
Donors evaluate online fundraisings partly on their linguistic characteristics. Extending prior research showing negative (positive) emotions increase (decrease) donations, we show 1) self-related (other-related) pronouns result in lower (higher) donations, and 2) the negative (positive) effect of self-related (other-related) pronouns is stronger when negative (positive) emotions increase.
Citation:
Amir Sepehri, Rod Duclos, and Hamid Elahi (2018) ,"E7. Pronouns in Fundraising Appeals – the Impact of I Vs. S/He on Donations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 927-927.
Authors
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account
Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School
Featured
R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas
Featured
Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases
Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA