Skip to main content

It is well acknowledged that people are more likely to donate when they feel sad about the victim of an unfortunate situation and empathize with the victim. Although earlier research shows that depicting positive emotions such as happiness in a donation advertisement can make people less empathetic with the victim and thus less likely to donate, this study finds that combining the positive emotion of strength and the negative emotion of sadness in a donation ad can inspire people, resulting in a more positive evaluation and more donations than an ad that depicts either emotion alone.

Photo: Getty Images/Sergio Mendoza Hochmann

download full article (pdf)
Jianping Liang

Jianping Liang

Sun Yat-sen University

Dr. Jianping Liang is an Associate Professor of Marketing in Sun Yat-sen Business School at Sun Yat-sen University. His research focuses on consumer judgment and decision making, especially on how emotion and cognition influence consumers’ evaluation and choice behavior...

Learn More >
Zengxiang Chen

Zengxiang Chen

Sun Yat-sen University

Dr. Zengxiang Chen is an Associate Professor in the International School of Business & Finance at Sun Yat-sen University. His primary research interest focuses on moral issues in marketing, such as consumer donation behavior and cause-related marketing, etc. His work...

Learn More >
Jing Lei

Jing Lei

University of Melbourne

Jing Lei is an Associate Professor of Marketing in the Department of Management and Marketing at the University of Melbourne. Her research focuses on consumer information processing and decision making, examining how consumers respond to valenced brand information and...

Learn More >

Related articles

Partnerships

Social Behavior

How Do Non-Technological Shocks Affect Interfirm Collaboration?

by Leonardo Corbo

Shocks generate high uncertainty creating the need for firms to search for solutions to cope with the changed business landscape. One such response is the...

read more
Colleagues shaking hands

Social Behavior

Marketing

Shaping the Future: The New Social Ecosystem

by Mark Burgess

The social ecosystem model provides an effective organizational blueprint for social media adoption. Because social media marketing is inherently advocacy-based...

read more
Social Ecosystem
Book icon

Print Edition

Learn More
Rutgers University

About Rutgers Business Review

About Us