{"title":"Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients","authors":"Bingqing (Miranda) Yin, Yexin Jessica Li","doi":"10.1080/00913367.2023.2255241","DOIUrl":null,"url":null,"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...","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"79 10","pages":""},"PeriodicalIF":5.4000,"publicationDate":"2023-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/00913367.2023.2255241","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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...
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.
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