Journal article

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

J Liang, Z Chen, J Lei

Journal of Consumer Psychology | Elsevier | Published : 2016

Abstract

© 2015 Society for Consumer Psychology. 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.

University of Melbourne Researchers

Grants

Awarded by National Natural Science Foundation of China


Awarded by Sun Yat-sen University


Awarded by Sun Yat-sen Business School Start-up Grant


Funding Acknowledgements

The authors gratefully acknowledge financial support from the National Natural Science Foundation of China (71102099, 71202164, 71572084), Sun Yat-sen University "100 Talents Program" (National "985 Project") (3181301), and Sun Yat-sen Business School Start-up Grant Program (1132012). The initial draft of this paper was written when the first author was a visiting scholar at the Stephen M. Ross School of Business at the University of Michigan, Ann Arbor. The authors thank the editor, the AE and the three anonymous JCP reviewers for their helpful comments and constructive suggestions.