How Donor’S Regulatory Focus Changes the Effectiveness of a Sadness-Evoking Charity Appeal
Across eight studies, we find that a prevention (vs. promotion) focus discourages charitable giving when it is solicited using a sadness appeal, whereas regulatory focus does not affect the giving when other emotion appeals (e.g., happiness appeal or guilt appeal) are used.
Citation:
jungsil choi and *Hyun Young Park (2020) ,"How Donor’S Regulatory Focus Changes the Effectiveness of a Sadness-Evoking Charity Appeal ", 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: 285-286.
Authors
jungsil choi, Cleveland State University
*Hyun Young Park, CEIBS
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA
Featured
Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information
Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA
Featured
Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA