“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...
Main Authors: | , , , |
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Format: | Article |
Language: | English |
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The Netherlands Press
2022-03-01
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Series: | Journal of International Crisis and Risk Communication Research |
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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. |
first_indexed | 2024-03-12T11:21:20Z |
format | Article |
id | doaj.art-dc6b2f71305a4cf0bfc546dbf551af5f |
institution | Directory Open Access Journal |
issn | 2576-0017 2576-0025 |
language | English |
last_indexed | 2024-03-12T11:21:20Z |
publishDate | 2022-03-01 |
publisher | The Netherlands Press |
record_format | Article |
series | Journal of International Crisis and Risk Communication Research |
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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