Overcoming Self-Focus in the Presence of Contagious Diseases: Performance-Diagnostic Information Increases Donations to Causes With Benefits For Others
In the context of causes involving contagious diseases, we demonstrate that as a disease becomes more common in a population, donation appeals focusing on personal benefits (vs. benefits for others) become more effective. This is problematic because many organizations use other-benefit appeals. Providing performance-diagnostic information makes other-benefit appeals more effective.
Citation:
Felipe M. Affonso and Juliano Laran (2021) ,"Overcoming Self-Focus in the Presence of Contagious Diseases: Performance-Diagnostic Information Increases Donations to Causes With Benefits For Others", 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: 211-212.
Authors
Felipe M. Affonso, University of Florida
Juliano Laran, University of Basel
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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