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



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