Title

Ask Formally: the Role of Formality on Charitable Giving

Abstract

Colloquial language is conventionally expected to be more effective than formal language in persuading consumers to donate. Our research shows that formal language persuades consumers to donate more than colloquial language. We find that this effect holds true in close social contexts, but not for distant social contexts.

Department

Marketing

Publication Date

1-1-2020

Journal Title

NA - Advances in Consumer Research

Publisher

The Association for Consumer Research

Document Type

Conference Proceeding

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