Ask Formally: the Role of Formality on Charitable Giving

Authors

Aparna Sundar, University of Washington
Edita Cao, University of Washington
Bruce E. Pfeiffer, University of New HampshireFollow

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

Recommended Citation

Aparna Sundar, Edita Cao, and Bruce E. Pfeiffer (2020) ,"Ask Formally: the Role of Formality on Charitable Giving", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 722-721.