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



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