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How Positive and Negative Appeals Influence Donor Decisions
Manage episode 432061834 series 3530127
Journal of Advertising Research द्वारा प्रदान की गई सामग्री. एपिसोड, ग्राफिक्स और पॉडकास्ट विवरण सहित सभी पॉडकास्ट सामग्री Journal of Advertising Research या उनके पॉडकास्ट प्लेटफ़ॉर्म पार्टनर द्वारा सीधे अपलोड और प्रदान की जाती है। यदि आपको लगता है कि कोई आपकी अनुमति के बिना आपके कॉपीराइट किए गए कार्य का उपयोग कर रहा है, तो आप यहां बताई गई प्रक्रिया का पालन कर सकते हैं https://hi.player.fm/legal।
Join us in our latest podcast as we delve into the fascinating world of charitable giving with Tongmao Li, a doctoral student from the University of Florida's Warrington College of Business. In our latest episode, we explore the impactful research titled "How Charitable Appeals Shape Donors' Donation Choices". This study uncovers the nuances of how positive and negative appeals influence donor behavior, providing actionable insights for enhancing the effectiveness of charitable campaigns.
This enlightening study is co-authored by Jihao Hu from the Chinese University of Hong Kong, Tongmao Li from the University of Florida, and Zhimin Zhou from Shenzhen University. Together, they have conducted comprehensive research that reveals how different types of appeals can either broaden or narrow donors' cognitive scope, ultimately shaping their preference for autonomy-oriented versus dependency-oriented donations.
Listen to the podcast here:
https://www.buzzsprout.com/2250188
Or watch on YouTube:
https://youtu.be/OluBDooReQE
And read the full paper here:
https://www.journalofadvertisingresearch.com/content/early/2024/01/23/JAR-2024-002
#Podcast #CharitableGiving #Research #MarketingInsights #HigherEducation #Philanthropy #NonProfitMarketing
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