A CROSS-CULTURAL STUDY ON THE EFFECT OF CAUSES OF NEED IN CHARITY ADVERTISING

When considering donation, donors may evaluate causes of need and deservedness of recipients (Bekers & Wiepking, 2011). The plight of recipients may be attributed to their misbehaviors (e.g., laziness) or social problems (e.g., poor welfare), which in turn influences donation decisions. To maximize persuasiveness of donation appeals, therefore, marketers of charity events should decide how to describe donation recipients. How potential donors...