Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
The Effect Of Message Framing And Gender On The Likelihood Of Donating Money To The John Carroll University 'Carroll Fund', John P. Fissinger
The Effect Of Message Framing And Gender On The Likelihood Of Donating Money To The John Carroll University 'Carroll Fund', John P. Fissinger
Senior Honors Projects
Message framing is a strategy many campaign marketers use to make their donating recruitment more effective, and there is a growing interest in research regarding their effectiveness (Buda & Zhang, 2000; Chang 2007; Chang & Lee, 2009, 2010; Das et al., 2008). Several different types of message framing have been investigated in prior research on charitable giving including positive versus negative message-framing and egotistic versus altruistic message-framing. Prior research on applying Kahneman and Tversky‘s Prospect Theory (1981) on positive and negative message framing to charitable donations has indicated negative message-framing is more effective than positive message-framing for securing donations (Chang …