TY - JOUR
T1 - The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns How Photos of Victims Doing Nothing To Help Themselves Elicit Fewer Donations
AU - Buskila, Gadi
AU - Perez, Dikla
N1 - Publisher Copyright:
© 2022, World Advertising Research Center. All rights reserved.
PY - 2022/12/1
Y1 - 2022/12/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85143400172&partnerID=8YFLogxK
U2 - 10.2501/JAR-2022-021
DO - 10.2501/JAR-2022-021
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AN - SCOPUS:85143400172
SN - 0021-8499
VL - 62
SP - 385
EP - 396
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 4
ER -