Inspire me to donate: The use of strength emotion in donation appeals

Liang, Jianping; Chen, Zengxiang; Lei, Jing

doi:10.1016/j.jcps.2015.09.001

Cited by 99 publications

(101 citation statements)

References 28 publications

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“…However, Liang believes that when the fundraising information contains some positive emotional content, it can increase the individual's willingness to donate. When he discovers that the information contains positive emotional content with a strong sense of power, people's willingness to donate is enhanced, and when the donation information contains both the positive emotional content of the sense of power and the negative emotional content of sadness can more effectively persuade people to donate [9]. This result supports the inspiration-helping hypothesis.…”

Section: Literature Reviewmentioning

confidence: 62%

An Empirical Study on the Promotion of Donation Performance of Non-profit Organizations-Emotional Influence on the Willingness to Donate

Wang¹

2018

Proceedings of the 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018)

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With the development of social economy and the high popularity of the Internet, the share of network donations in non-profit organizations is also increasing year by year. But how to increase people's willingness to donate and thus improve the performance of online fundraising has not been studied at home and abroad. Based on past research, this study uses a two-factor experimental design to explore the influence of induced emotions on donors' willingness to donate. The results show that both the emotions induced by fund-raising materials and the nonmaterial-induced emotions have a significant impact on people's fund-raising intentions. Specifically, when fund-raising materials contain strong negative emotions (such as individual donations for a serious disease), people need to be induced by positive emotions. Increase the willingness to donate; when fundraising materials contain weak negative emotions (such as fundraising for out-of-school children), willingness to donate can be increased by exerting positive or negative non-material emotions. This result provides a practical approach to improve the donation performance of non-profit companies at the micro level.

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Section: Literature Reviewmentioning

confidence: 62%

An Empirical Study on the Promotion of Donation Performance of Non-profit Organizations-Emotional Influence on the Willingness to Donate

Wang¹

2018

Proceedings of the 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018)

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“…Our results tended towards the opposite direction, though. This could be explained by recent research on the effect of strength emotions, which have shown to further increase a person's donation behavior [15]. We would argue however that the operationalization of evoking strength emotions in the latter research differs quite substantially from our setting.…”

Section: Conclusion and Discussionmentioning

confidence: 73%

Smile or Cry?

Dahlinger

Wortmann

2016

Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems

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Today's wide spread of smartphones bares high potential for the effectiveness of emergency or helping applications. But helping is a complex psycho-social process. This has important implications for the UI design of such applications. In our research, we tested the effect of a victim's facial expression (sad vs. happy) on a potential helper's willingness to help in an online scenario. We further investigated, how the facial expression interacts with another well researched social phenomenon: the bystander effect. The results of this early research were mostly not as expected, but reveal interesting insights that are discussed and that open an exciting research avenue with important practical implications when it comes to the design of digital helping systems.

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“…It is observed that negative emotional appeals-in contrast to positive-generate a deeper analysis of the advertising message (Chang & Lee, 2009). Therefore, negative emotional appeals are considered an effective way to stimulate certain consumer intentions (Chang & Lee, 2009;Liang, Chen, & Lei, 2016) and lead to a greater intention to donate to charity, because they trigger consumer motivation to eliminate or reduce negative feelings (Anik, Aknin, Norton, & Dunn, 2011).…”

Section: Motivations For Donation and Purchase Of Cause-related Promentioning

confidence: 99%

Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

Urbonavičius

Adomavičiūtė

Urbutyte

et al. 2019

J of Consumer Behaviour

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Charity donation is an important prosocial behaviour that is often generated/strengthened by emotional stimuli from advertising. A similar strategy is often used to trigger the purchase of cause‐related products. The two activities represent direct and indirect methods of financial support and are important topics for researchers and practitioners. Charity donation and purchase of cause‐related products are typically investigated on the basis of different theoretical backgrounds; therefore, they are almost never directly compared with each other. However, the two share some similarities from the perspectives of the donor/buyer and the donation recipient. This article aims to analyse how direct and indirect donation behaviours are influenced by the same emotional stimulus (existential guilt generated by a visual advertisement). In parallel, this article examines the possible moderation effect of similar past behaviours. The study is performed by surveying 374 respondents in Lithuania. Results confirmed that the same emotion (existential guilt) had a direct positive impact on the intention towards both studied behaviours. However, the moderation effect of experience was observed only in the relationship between existential guilt and the intention to donate to charity, signalling the difference in its influence on the two behaviours. These findings enrich the knowledge of the similarities and differences between direct (donating to charity) and indirect (purchasing cause‐related products) donation behaviours. Additionally, it fills in the knowledge gap regarding the relation between the intentions of prosocial behaviours and existential guilt as an advertising appeal.

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Inspire me to donate: The use of strength emotion in donation appeals

Cited by 99 publications

References 28 publications

An Empirical Study on the Promotion of Donation Performance of Non-profit Organizations-Emotional Influence on the Willingness to Donate

An Empirical Study on the Promotion of Donation Performance of Non-profit Organizations-Emotional Influence on the Willingness to Donate

Smile or Cry?

Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

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