The Influence of Public Discourse on Charitable Giving

This study examines public discourse and charitable giving to nonprofit organizations in the United States (1991-2015). We find three types of public discourse contributed to the rise in donations received: consumer opinions of pressing societal problems, earned media by non-profit organizations, and advertisements by non-profits in high-circulation news media outlets.


Lez Ecima Trujillo Torres, Yingting Wen, Akon E. Ekpo, and Benét DeBerry-Spence (2020) ,"The Influence of Public Discourse 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: 1118-1123.


Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Yingting Wen, ESSEC Business School
Akon E. Ekpo, Loyola University Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA


NA - Advances in Consumer Research Volume 48 | 2020

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