How Positive and Negative Appeals Influence Donor Decisions

JAR Inside the Research Podcast

Join us in our latest podcast as we delve into the fascinating world of charitable giving with Tongmao Li, a doctoral student from the University of Florida's Warrington College of Business. In our latest episode, we explore the impactful research titled "How Charitable Appeals Shape Donors' Donation Choices". This study uncovers the nuances of how positive and negative appeals influence donor behavior, providing actionable insights for enhancing the effectiveness of charitable campaigns.

This enlightening study is co-authored by Jihao Hu from the Chinese University of Hong Kong, Tongmao Li from the University of Florida, and Zhimin Zhou from Shenzhen University. Together, they have conducted comprehensive research that reveals how different types of appeals can either broaden or narrow donors' cognitive scope, ultimately shaping their preference for autonomy-oriented versus dependency-oriented donations.

Listen to the podcast here:
https://www.buzzsprout.com/2250188
Or watch on YouTube:
https://youtu.be/OluBDooReQE
And read the full paper here:
https://www.journalofadvertisingresearch.com/content/early/2024/01/23/JAR-2024-002
#Podcast #CharitableGiving #Research #MarketingInsights #HigherEducation #Philanthropy #NonProfitMarketing

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