When Benefactors Backfire: Examining the Interactive Effects of Just World Beliefs and a Benefactor Versus Beneficiary Focus

While some charitable appeals may detail the beneficiaries they represent, other appeals may seek to promote the efforts of its benefactors. We investigate the relative efficacy of these foci, and reveal that their relative efficacy depends on consumers’ belief in a just world.



Citation:

Rebecca Rabino and Aparna Sundar (2020) ,"When Benefactors Backfire: Examining the Interactive Effects of Just World Beliefs and a Benefactor Versus Beneficiary Focus", 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: 598-599.

Authors

Rebecca Rabino, Texas Tech University, USA
Aparna Sundar, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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