Prosocial Poison: Using Sadness to Prompt Help Giving May Alienate Potential Help Seekers
Marketers have developed a rich literature encouraging prosocial giving, but without beneficiaries prosocial entities cannot fulfill their missions to help others. We show how one popular and well-cited fundraising tactic—portraying help seekers in ads as sad—can decrease help seeking because of that tactic’s effect on help seekers’ self-esteem.
Andrew Smith and Cait Lamberton (2021) ,"Prosocial Poison: Using Sadness to Prompt Help Giving May Alienate Potential Help Seekers", 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: 280-281.
Andrew Smith, The Wharton School of the University of Pennsylvania
Cait Lamberton, University of Pennsylvania
NA - Advances in Consumer Research Volume 49 | 2021
G1. Enchantment through Retro Product Consumption in a Digital World
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
P1. Constructed Preferences in Time-Money Tradeoffs: Evidence for Greater Violation of Procedural Invariance for Time as Opposed to Money Elicitations
Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK
O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA