Charitable organizations' storytelling influence on donors' emotions and intentions
By Altaf Merchant, John B. Ford, A. Sargeant. 2010
209 citations recorded by the source corpus.
The stories told by charitable organizations are typically designed to take the consumer through different emotional stages. This research probes the view that following exposure to the inciting incident or problem statement in the appeal for a particular charity, the consumer feels negative emotions. These feelings convert into anticipated positive emotions when the consumer is given the opportunity to help the person in need through a donation. Feedback that donors receive from the charitable organization will help to strengthen the emotional pay-off and enhances future donation intentions. The research utilizes an experimental design and data from 319 undergraduate students in a large U.S. university to confirm these hypotheses. Theoretical and managerial implications are then presented.
Subfields: Demography, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/9faebba15d79f0423a08ae20f3fc92053fa800f5
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In Organizational Behavior and Human Resource Management
In Sociology and Political Science
Citations in the corpus
- Nonprofit brand image and typicality influences on charitable giving (2012, result): “This confirms the importance of donor feedback as recently demonstrated by Merchant et al. (2010).”