Original paper

Does emotional media content increase donations for rejected groups?

Volume: 18, Issue: 7, Pages: 1270 - 1284
Published: Aug 16, 2021
Abstract
Purpose The purpose of this paper is to analyze the effect of exposure to prosocial media content (PMC) on the subsequent intention to donate to a prosocial cause of a rejected group versus a prosocial cause of a neutral group. The hypothesis, supported in two experimental studies, is that for the individual exposed to a PMC, the difference in the donations for social causes of a rejected group and a neutral group is smaller than for the...
Paper Details
Title
Does emotional media content increase donations for rejected groups?
Published Date
Aug 16, 2021
Volume
18
Issue
7
Pages
1270 - 1284
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