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A regulatory-focused perspective on philanthropy: Promotion focus motivates giving to prevention-framed causes

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  • Bullard, Olya
  • Penner, Sara

Abstract

This research employs the framework of regulatory focus theory to examine effectiveness of donation appeals using managerially controllable variables, with results demonstrating objective and implementable outcomes. The results indicate that while individuals' promotion (vs. prevention) focus motivates philanthropic giving, it is prevention-framed (vs. promotion-framed) causes and appeals that garner greater support from donors. Moreover, we demonstrate that individuals' promotion focus motivates giving to prevention-framed causes more than to promotion-framed causes. This counter-intuitive finding that persuasion of philanthropy does not function through a traditional regulatory-fit paradigm is an insight with both theoretical and managerial implications. This research leads to the recommendation that to enhance the effectiveness of donation appeals, non-profit managers need to consider message framing, specifically the use of a prevention-framed appeal and a target market of prospective donors with a chronically dominant or situationally activated promotion focus.

Suggested Citation

  • Bullard, Olya & Penner, Sara, 2017. "A regulatory-focused perspective on philanthropy: Promotion focus motivates giving to prevention-framed causes," Journal of Business Research, Elsevier, vol. 79(C), pages 173-180.
    • Handle: RePEc:eee:jbrese:v:79:y:2017:i:c:p:173-180
    DOI: 10.1016/j.jbusres.2017.06.013
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