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Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients
Journal of Advertising ( IF 5.4 ) Pub Date : 2023-10-24 , DOI: 10.1080/00913367.2023.2255241 Bingqing (Miranda) Yin 1 , Yexin Jessica Li 2
Journal of Advertising ( IF 5.4 ) Pub Date : 2023-10-24 , DOI: 10.1080/00913367.2023.2255241 Bingqing (Miranda) Yin 1 , Yexin Jessica Li 2
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Charities often feature their recipients as protagonists in fundraising appeals (i.e., recipient-focused appeals), and considerable research has examined the best way to portray recipients to gener...
中文翻译:
以捐助者为中心与以受者为中心的慈善呼吁:如何利用群体内偏见来促进对群体外受者的捐赠
慈善机构经常将其受助者作为筹款呼吁的主角(即以受助者为中心的呼吁),并且大量研究已经探讨了向大众描绘受助者的最佳方式...
更新日期:2023-10-24
中文翻译:
![](https://scdn.x-mol.com/jcss/images/paperTranslation.png)
以捐助者为中心与以受者为中心的慈善呼吁:如何利用群体内偏见来促进对群体外受者的捐赠
慈善机构经常将其受助者作为筹款呼吁的主角(即以受助者为中心的呼吁),并且大量研究已经探讨了向大众描绘受助者的最佳方式...