Emotions are the focal factor influencing consumer evaluation and behaviour. However, the
present literature remains fragmented owing to conflicting findings on effects of emotions …

Prosocial consumer behaviours, or actions taken by consumers intended to benefit others,
are essential for society's stability. Thus, marketers need to systematically develop strategies …

To increase the donation intentions of potential donors, many charities include pictures of
beneficiaries in their ads, but there have been no consistent findings on how to effectively …

The present research examines how a combination of a happy (vs. sad) victim image and a
strong sad message appeal can promote prosocial behavior. The underlying reason is that …

In charitable advertisements, organizations often display the image of a person in need with
different facial emotional expressions. Prior research showed the positive effect of using a …

Although donors may prefer contributing to causes that help those who are socially closer to
them, we propose that donating to socially distant beneficiaries makes donors feel happier …

Proper communication with the public is crucial for encouraging private donors to make
financial and non-financial donations to charities. This study compared the effectiveness of …

Some charitable communications employ deprived beneficiary (DB) appeals (showcasing
the distressing circumstances of suffering victims), while others feature satiated beneficiary …

Abstract Peer-to-peer (P2P) rental service platforms—ie, platforms where owners of private
possessions (eg, houses) lend them to other people—often deliver appeals that encourage …

Online retailers often recommend new products to consumers. The present study examined
the influence of regulatory fit on consumers' click‐through intentions of new products …