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How Affective Displaysand Self-Construal Impact Consumers’ Generosity, Rhiannon Macdonnell, Bonnie Simpson

Management and Organizational Studies Publications

Nonprofit brands vary widely in their positioning to consumers, ranging from crisis and desperation, to joy and optimism.The literature, however, provides limiteddirection for the many nonprofit organizations that seek to align their brand with positive emotions. Herein, we examine the relationship between affective displays (sad vs. happy) portrayed in charitable advertisements and consumer self-construal in shaping consumer generosity.We employ one field study (study 1) and one lab experiment (study 2), using different charitable causes (i.e., Kiva.org[study 1] and a fictitious children’s cancer charity [study 2]) and currencies (i.e., lending money [study 1] and volunteering time [study 2]).Taken together, we find …