“I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising

Grounded in the 2018 California Camp Fire context, this study explores how message framing in charitable appeals influences individuals’ donation intentions. A 2 (firstperson imagery perspective vs. third-person imagery perspective) × 2 (gain frame vs. loss frame) between-subject online experiment w...

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Main Authors: Yuan Wang, Jiyoun Kim, Allison Chatham, Lingyan Ma
Format: Article
Language:English
Published: The Netherlands Press 2022-03-01
Series:Journal of International Crisis and Risk Communication Research
Subjects:
Online Access:https://stars.library.ucf.edu/jicrcr/vol5/iss1/3/
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author Yuan Wang
Jiyoun Kim
Allison Chatham
Lingyan Ma
author_facet Yuan Wang
Jiyoun Kim
Allison Chatham
Lingyan Ma
author_sort Yuan Wang
collection DOAJ
description Grounded in the 2018 California Camp Fire context, this study explores how message framing in charitable appeals influences individuals’ donation intentions. A 2 (firstperson imagery perspective vs. third-person imagery perspective) × 2 (gain frame vs. loss frame) between-subject online experiment was conducted via Amazon’s MTurk. Results showed that gain/loss framing and imagery perspectives interactively influenced participants’ donation intentions. Specifically, when a message is lossframed, a first-person imagery perspective (“I lose”) message is more effective than a third-person imagery perspective (“they lose”) message in enhancing participants’ perceived issue relevance, induced empathy, and donation intention. In addition, when the message is framed with a third-person imagery perspective, a gain-framed (“they gain”) message is more persuasive than a loss-framed (“they lose”) message.
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spelling doaj.art-dc6b2f71305a4cf0bfc546dbf551af5f2023-09-02T00:17:38ZengThe Netherlands PressJournal of International Crisis and Risk Communication Research2576-00172576-00252022-03-0151295610.30658/jicrcr.5.1.1“I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster FundraisingYuan Wang0https://orcid.org/0000-0002-8378-8002Jiyoun Kim1https://orcid.org/0000-0002-9946-6972Allison Chatham2https://orcid.org/0000-0002-1500-371XLingyan Ma3https://orcid.org/0000-0001-8889-4165The University of MarylandThe University of MarylandThe University of MarylandThe University of MarylandGrounded in the 2018 California Camp Fire context, this study explores how message framing in charitable appeals influences individuals’ donation intentions. A 2 (firstperson imagery perspective vs. third-person imagery perspective) × 2 (gain frame vs. loss frame) between-subject online experiment was conducted via Amazon’s MTurk. Results showed that gain/loss framing and imagery perspectives interactively influenced participants’ donation intentions. Specifically, when a message is lossframed, a first-person imagery perspective (“I lose”) message is more effective than a third-person imagery perspective (“they lose”) message in enhancing participants’ perceived issue relevance, induced empathy, and donation intention. In addition, when the message is framed with a third-person imagery perspective, a gain-framed (“they gain”) message is more persuasive than a loss-framed (“they lose”) message.https://stars.library.ucf.edu/jicrcr/vol5/iss1/3/gain vs. loss framingfirst vs. third-person imagery perspectivedonationdisaster receoveryprosocial behavior
spellingShingle Yuan Wang
Jiyoun Kim
Allison Chatham
Lingyan Ma
“I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising
Journal of International Crisis and Risk Communication Research
gain vs. loss framing
first vs. third-person imagery perspective
donation
disaster receovery
prosocial behavior
title “I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising
title_full “I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising
title_fullStr “I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising
title_full_unstemmed “I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising
title_short “I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising
title_sort i lose i gain vs they lose they gain the influence of message framing on donation intentions in disaster fundraising
topic gain vs. loss framing
first vs. third-person imagery perspective
donation
disaster receovery
prosocial behavior
url https://stars.library.ucf.edu/jicrcr/vol5/iss1/3/
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