COVID-19 Charity Advertising: Identifiable Victim Message Framing, Self-Construal, and Donation Intent

We investigate the interactive effect of donors’ self-construal and frame of a persuasive message (emphasizing statistical or identifiable victims affected by COVID-19) on donation intent. Three studies featuring 1,104 participants document a positive effect of the identifiable victim (vs. statistical victims) frame on donation intent, but only for interdependent respondents and not for independent ones (study 1). This conditional positive...