Ye, Nan; Teng, Lefa; Yu, Ying; Wang, Yingyuan - In: Journal of Business Research 68 (2015) 3, pp. 480-486
A common strategy used in charitable appeals is emphasizing the outcomes of an individual's donation. However, the way donation outcomes are framed will have an effect on individual donation intentions. We advance existing theory on charitable behavior by demonstrating that charitable appeals...