IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v77y2024ics0969698923004083.html
   My bibliography  Save this article

Make the photo in good shape: The matching effect of photo shapes and donation appeals on donation intentions

Author

Listed:
  • Zheng, Chundong
  • Qian, Fangyuan
  • Song, Jiehang
  • Wang, Han

Abstract

Photographs and charitable appeals are frequently used to increase engagement in online fundraising projects. In this research, we investigated the interaction effect between the shapes of the beneficiary's photograph (circular vs. angular) and frames of donation appeals (warmth vs. competence) on donation willingness. Through three studies, we demonstrated a warmth donation appeal combined with a circular-shaped photograph and a competence donation appeal with an angular-shaped photograph could enhance individuals' willingness to donate, which is mediated by perceived fit. Furthermore, the matching effect of photo shapes and donation appeals is moderated by information processing style and exists only among visualizers.

Suggested Citation

  • Zheng, Chundong & Qian, Fangyuan & Song, Jiehang & Wang, Han, 2024. "Make the photo in good shape: The matching effect of photo shapes and donation appeals on donation intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004083
    DOI: 10.1016/j.jretconser.2023.103657
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923004083
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103657?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004083. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.