When and Why Process Imagery Can Increase Donation Intentions
In this work, we add to the nascent literature on sequential imagery by demonstrating how it can enhance the perceived efficacy of charities and thus generate greater prosocial intentions. Further, we find that this effect depends on third-party ratings of the charity and emotional decision making by the consumer.
Citation:
Joshua Lundberg, John Peloza, and Adam Craig (2021) ,"When and Why Process Imagery Can Increase Donation Intentions", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 898-898.
Authors
Joshua Lundberg, University of Kentucky
John Peloza, University of Kentucky
Adam Craig, University of Kentucky
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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