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ISSN : 1229-8778
This study explored the effects of psychological distance between the donors and beneficiaries on the persuasiveness of charity campaign. The results showed that individuals feel closer to in-group beneficiaries (vs. out-group ones) and individuals with interdependent self-construal (vs. independent self-construal) feel closer to beneficiaries regardless of their group membership. In addition, findings showed that charity campaign message emphasizing feasibility (vs. desirability) are more persuasive for those who felt psychologically close to beneficiaries. In contrast, subjects who felt psychologically far from the beneficiaries showed more positive evaluation charity campaigns with desirability (vs. feasibility). This study expands the existing research on charity campaign by testing both beneficiaries and donor’s characteristics as well as message framing.
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