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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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