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Does dignity matter? A study of donors’ behavior

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Rahim, Aftab
dc.contributor.author Wang, Haizhong
dc.contributor.author Liao, Jiancai
dc.contributor.author Khan, Sher
dc.date.accessioned 2022-03-15T12:36:52Z
dc.date.available 2022-03-15T12:36:52Z
dc.date.issued 2022-01-31
dc.identifier.citation Rahim , A , Wang , H , Liao , J & Khan , S 2022 , ' Does dignity matter? A study of donors’ behavior ' , CURRENT PSYCHOLOGY . https://doi.org/10.1007/s12144-022-02768-x en
dc.identifier.issn 1046-1310
dc.identifier.other PURE UUID: 5ae28517-bc22-42fe-8ca6-b6ec55235415
dc.identifier.other PURE ITEMURL: https://research.aalto.fi/en/publications/5ae28517-bc22-42fe-8ca6-b6ec55235415
dc.identifier.other PURE LINK: http://www.scopus.com/inward/record.url?scp=85123900164&partnerID=8YFLogxK
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/113334
dc.description Publisher Copyright: © 2022, The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature.
dc.description.abstract Exploring the hidden factors behind donors’ inspiration is of great importance. This will go a long way, enabling charitable organizations to design more effective communication in donation appeals. For decades, the donation appeals used for charity emphasize on negative emotion sadness to induce empathy in viewers. However, using extreme negative emotions like sadness in donation appeals has adverse psychological effects; causing distress to viewers. In contrast, there is almost non-existent research on donors’ inspiration in such donation appeals. This research analyses donors’ inspiration in experimental studies. The data were collected through survey questionnaires. The findings reveal that the sadness & dignity combined condition triggers higher inspiration than the sadness condition; resulting in a positive evaluation of the donation appeal in the combined condition as compared to the sadness condition (Study-1). Further, the combined condition elicits higher inspiration than the sadness condition; causing higher donations in the combined condition than both the sadness and dignity conditions (Study-2). In a nutshell, this research reveals that dignity inspires people. Specifically, it shows that combining sadness & dignity is more effective than the sadness dominating emotion in persuading people to donate. Theoretical and practical implications of the study are discussed. en
dc.format.extent 8
dc.language.iso en en
dc.publisher Springer New York
dc.relation.ispartofseries CURRENT PSYCHOLOGY en
dc.rights embargoedAccess en
dc.title Does dignity matter? A study of donors’ behavior en
dc.type A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä fi
dc.description.version Peer reviewed en
dc.contributor.department Sun Yat-Sen University
dc.contributor.department Department of Marketing
dc.contributor.department Henan University
dc.subject.keyword Dignity
dc.subject.keyword Donation
dc.subject.keyword Inspiration
dc.subject.keyword Pro-social behavior
dc.subject.keyword Sadness
dc.identifier.urn URN:NBN:fi:aalto-202203152213
dc.identifier.doi 10.1007/s12144-022-02768-x
dc.date.embargo info:eu-repo/date/embargoEnd/2023-01-31


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