| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 881989 | Journal of Consumer Psychology | 2016 | 6 Pages |
Abstract
Previous research has shown that the use of negative emotions such as sadness in donation appeals can make people empathetic towards the donation target, increasing their tendency to donate (the “empathy-helping” hypothesis). In this research we propose an “inspiration-helping” hypothesis, and find that the positive emotion of strength can inspire people to donate. We show that combining the positive emotion of strength and the negative emotion of sadness is more effective as a means of persuading people to donate than the sadness-dominating or the strength-dominating emotion.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Jianping Liang, Zengxiang Chen, Jing Lei,