Many charity organizations raise money through crowdfunding platforms, in which donors choose among large numbers of projects that compete for funds. Prior research suggests that photos used in a charity appeal substantially affect donation behavior. This study identifies a novel feature of campaign imagery that influences the donation decision: portrayal of victims engaged in different types of “self-help” actions. Specifically, two controlled experiments and an analysis of field data explore how prospective donors respond to fundraising campaign photos featuring either physical self-help, non-physical self-help, or no self-help. Results show that donors contribute more funds to campaigns that show victims engaged in physical self-help than to campaigns portraying victims engaged in non-physical self-help or no self-help. The findings also suggest that this influence is attributable to the sense of inspiration elicited by such images and is attenuated when the self-help behavior is perceived as inappropriate for the situation at hand.
|Journal||Journal of Business Research|
|State||Published - Jun 2023|
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- Physical action