Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2023-10-24 DOI:10.1080/00913367.2023.2255241

Bingqing (Miranda) Yin, Yexin Jessica Li

引用次数: 1

Abstract

Charities often feature their recipients as protagonists in fundraising appeals (i.e., recipient-focused appeals), and considerable research has examined the best way to portray recipients to gener...

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以捐赠者为中心与以接受者为中心的慈善呼吁:如何利用群体内偏见促进群体外接受者的捐赠

慈善机构经常把他们的接受者作为筹款呼吁的主角(即，以接受者为中心的呼吁)，相当多的研究已经研究了将接受者描绘成一般人的最佳方式……

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.