9K the Effects of Moral Appeal and Social Perception on Effectiveness in Generating Charitable Support

We extend the previous literature on matching effects in persuasion. We also contribute to the donation literature by identifying new consequences of a match between moral appeal and fundraiser’s characteristic, and by documenting the mediating role of self-efficacy and response efficacy in driving the effects of a match on persuasion.



Citation:

Siyun Chen and Haiying Wei (2019) ,"9K the Effects of Moral Appeal and Social Perception on Effectiveness in Generating Charitable Support", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 963-963.

Authors

Siyun Chen, Jinan University, China
Haiying Wei, Jinan University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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