The Power of Emotional Benefits: Examining the Role of Benefit Focus on Donation Behavior

In donation contexts, many advertising appeals focus on the benefits that those in need will receive as the result of donations. Yet little is known about the effect that benefit information has on willingness to give. In this research, we differentiate between two types of benefits typically emphasized in appeals: emotional (which focus on the positive emotions beneficiaries experience as the result of donations) and functional (which focus on the basic needs met as the result of donations). We conduct three experiments and find that appeals focusing on emotional benefits increase willingness to donate relative to appeals that focus on functional benefits. We also provide evidence that visualization of benefits mediates the effect of benefit type on willingness to donate and introduce relevant moderators. In addition to contributing to theoretical understanding of donation behavior, this research also provides managers with practical tools to encourage donations.