The Effect of Children’S Facial Expressions on Donations in the Context of Child Sponsorship Versus One-Time Donation

This research finds that more people choose sad-faced versus happy-faced children to benefit in the one-time donation context, consistent with past research. However, in child sponsorships, people choose sad-faced as often as happy-faced children. This is because in different situations personal distress evoked from viewing needy children activates different motivations.



Citation:

Hyunkyu Jang (2019) ,"The Effect of Children’S Facial Expressions on Donations in the Context of Child Sponsorship Versus One-Time Donation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 660-660.

Authors

Hyunkyu Jang, Governors State University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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