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
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia
Featured
H8. The Beneficial Side of Haze: Air Pollution Promotes Innovation and Creativity
Yi Wu, Tsinghua University
Yifan Chen, Tsinghua University
Yuhuang Zheng, Tsinghua University
Featured
M9. Exploring Historical Nostalgia and its Relevance to Consumer Research
Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA