Existing consumer behavior theories suggest that consumers tend to recognize, better comprehend, and respond favorably to information that is both relevant and consistent with their beliefs and values. This study extends these theories by employing cultural arguments and pictures to examine the...

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...