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

Chundong Zheng, Fangyuan Qian, Jiehang Song and Han Wang

Journal of Retailing and Consumer Services, 2024, vol. 77, issue C

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.

Keywords: Photo shapes; Donation appeals; Donation intentions; Processing fluency; Information processing style (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004083

DOI: 10.1016/j.jretconser.2023.103657

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