 How to make busy individuals donate more? The matching effect of charitable appeals and busyness on willingness to donateChundong Zheng, Xinru Liu and Shuqin Liu Journal of Retailing and Consumer Services, 2024, vol. 79, issue C Abstract: Busyness is one of the most common states of the modern consumer. Previous studies have mainly distinguished busyness from the perspective of time pressure, but have not clearly categorized it. This study classifies busyness into two types: proactive busyness and forced busyness, based on the difference in the subject of work task assignment. This study proposes and tests a conceptual model based on the Elaboration Likelihood Model (ELM) to reveal how to increase the willingness to donate of individuals with different types of busyness. Four studies were conducted in this research. The results showed that rational appeals increase the willingness to donate of proactively busy individuals by stimulating cognitive empathy. In contrast, emotional appeals increase the willingness to donate of forcedly busy individuals by activating affective empathy. This study also revealed that the potential boundary condition of this influence mechanism is the goal frame. Keywords: Charitable donation; Charity appeals; Busyness; Empathy; Goal frame (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924000997 DOI: 10.1016/j.jretconser.2024.103803 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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