Ladies First, Gentlemen Third! the Effect of Narrative Perspective on Medical Crowdfunding

The relative effectiveness of first- vs. third-person perspective of fundraising campaign depends on recipient’s gender in medical crowdfunding. A large-scale randomized field experiment and an online behavioral experiment show that the third-person perspective is more effective in motivating donations for male-recipient, whereas the first-person perspective is more effective for female-recipient.


Fei Gao, Xitong Li, Yuan Cheng, and Yu Jeffrey Hu (2020) ,"Ladies First, Gentlemen Third! the Effect of Narrative Perspective on Medical Crowdfunding", 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: 289-290.


Fei Gao, Bentley University
Xitong Li, HEC Paris, France
Yuan Cheng, Tsinghua University
Yu Jeffrey Hu, Georgia Tech, USA


NA - Advances in Consumer Research Volume 48 | 2020

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