“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 |
| Published: |
The Netherlands Press
2022-03-01
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| Series: | Journal of International Crisis and Risk Communication Research |
| Subjects: | |
| Online Access: | https://stars.library.ucf.edu/jicrcr/vol5/iss1/3/ |