受害者形象对慈善众筹活动的影响

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-09-15 DOI:10.2501/jar-2022-021

Gadi Buskila, Dikla Perez

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引用次数: 2

摘要

随着筹款竞争越来越激烈，慈善组织越来越多地投资于最大化其诉求的有效性。目前的研究表明，在其他条件相同的情况下，与那些让人觉得受害者正在采取行动解决自己处境的照片相比，一张描绘受害者似乎没有参与任何形式的自助活动的竞选照片会吸引更少的捐款。如果使用不显示受害者的图像，而不是使用不从事自助活动的受害者的图像，活动可能会更成功。

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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The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns

As fundraising becomes more competitive, charitable organizations increasingly invest in maximizing the effectiveness of their appeals. The current study shows that, all else being equal, a campaign photo portraying victims who do not seem to be engaged in any form of self-help will elicit lower donations compared with a photo that triggers the perception that victims are taking action to address their circumstances. Campaigns may be more successful if they use images that do not show victims rather than images of victims not engaged in self-help.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.