Ask Formally: the Role of Formality on Charitable Giving

Colloquial language is conventionally expected to be more effective than formal language in persuading consumers to donate. Our research shows that formal language persuades consumers to donate more than colloquial language. We find that this effect holds true in close social contexts, but not for distant social contexts.



Citation:

Aparna Sundar, Edita Cao, and Bruce E. Pfeiffer (2020) ,"Ask Formally: the Role of Formality on Charitable Giving", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 722-721.

Authors

Aparna Sundar, University of Washington, USA
Edita Cao, University of Washington, USA
Bruce E. Pfeiffer, University of New Hampshire



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More

Featured

The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More

Featured

Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products

Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.