9K The Effects of Moral Appeal and Social Perception on Effectiveness in Generating Charitable Support

• In Event: Working Paper Session & Reception
  In Working Paper Session: 9. Charitable and Prosocial Behavior

Short Abstract

We extend the previous literature on matching effects in persuasion. We also contribute to the donation literature by identifying new consequences of a match between moral appeal and fundraiser’s characteristic, and by documenting the mediating role of self-efficacy and response efficacy in driving the effects of a match on persuasion.

Authors

• Siyun Chen, Jinan University, China

• Haiying Wei, Jinan University, China