IMPACT

Research Finds Different Charity Messages Resonate with Democrats and Republicans

06/05/2012 12:58 pm ET

An upcoming article in the International Journal of Research in Marketing: Special Issue on Consumer Identities describes how a potential donor’s political beliefs influence their response to the framing of a charity’s appeal for funds. Both liberals and conservatives can be willing to give to a particular cause, according to the studies, but how a charity presents its values and priorities in support of that cause affects who gives and how much.

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