Give a Little Help For My Business: How a ‘Vulnerability Appeal’ Fosters Consumers' Prosocial Behavior Towards For-Profit Companies
We show that, despite commonly-held assumptions of anti-profit beliefs, for-profit businesses can elicit empathy when they are victims of traumatic events and use a more direct appeal that make their vulnerability more salient. We test this ‘vulnerability appeal’ and evidence that it is effective in mobilizing consumers to help.
Citation:
Lucia Barros, Farah Diba Abrantes-Braga, Cristiane Chammas, and Murilo Costa Filho (2021) ,"Give a Little Help For My Business: How a ‘Vulnerability Appeal’ Fosters Consumers' Prosocial Behavior Towards For-Profit Companies", 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: 377-378.
Authors
Lucia Barros, FGV EAESP
Farah Diba Abrantes-Braga, Insper
Cristiane Chammas, Centro Universitário FEI
Murilo Costa Filho, Centro Universitário FEI
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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